The retailer hopes the frequent turnover will lure fashion-conscious shoppers to
the store continually. "If you only deliver four times a year, there's only a reason to come to the store four times a year," says CEO Myron E. Ullman III.
Penney has been trying for
years to convince shoppers that its wares are more chic than they may think but its success has been limited. "We're great in teenage space, and really good once a woman has her first baby or buys
her first home, but weaker with that early 20-something, early 30-something customer," says Liz Sweney, senior general merchandise manager for Penney's women's businesses.
Penney is building in-store boutiques averaging 1,000 square feet to house MNG by Mango. They feature hardwood floors, black chandeliers and modern tables that will showcase skirts ranging from $50 to $100, and jackets from $60 to $160.
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