J.C. Penney: Soccer is for Girls captures Latina spirit

This case study describes how J. C. Penney, a venerable American chain of mid-range department stores, increased its Latina customer base with the "Soccer is for girls" campaign.

J.C. Penney: Soccer is for Girls captures Latina spirit

Background

J. C. Penney faced several challenges. First, the retail landscape focused more on promotional offers that targeted price-sensitive shoppers than on building an emotional relationship with consumers. This lack of emotional relevancy was especially evident in the Hispanic retail category, which focused on language transcreation and did not provide culturally relevant communications. Second, the company underwent changes in leadership and in campaigns that had inconsistent messaging, making it unclear what J. C. Penney stood for in 2014. Third, J. C. Penney was being outspent by the competition and had been...

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