• by Sarah Mahoney , Yesterday

From runway-ready drop-offs to tear-free mornings, JCPenney hopes its "Yes, JCPenney" platform can keep building momentum with back-to-school shoppers. Dubbed "Back-to-It," the campaign builds on the rebranding effort introduced in April.

The spots continue the message that JCPenney offers style surprises as well as value.  And the company is bullish on how the effort is connecting. A spokesperson for the retailer says the new ads have been generating a 2.3% increase in ad awareness, a jump of 6.5% in word-of-mouth and a 16.4% bump in consideration.

The new creative, from Mischief, takes a detour or two. One spot reminds moms that they, too, may benefit from a killer back-to-school effort in “Drop Off.” Another, called “Morning Routine,” highlights how the right outfit can make some kids positively eager to get off to school on time.

The ads are running on cable TV and Hispanic broadcast channels, with the idea that September reinvention isn’t just for kids, but for everyone. Media also includes popular podcasts such as “Good Hang” and “Armchair Expert,” as well as a TikTok Branded Mission, encouraging users to share their own JCPenney "Back-to-It" story.   

JCPenney has struggled to excite consumers in recent years, falling out of favor as the company cycled in and out of bankruptcy. New owners are hoping that intensified marketing will sell shoppers on a combination of old-school low prices and new elements of style.

That message may resonate, as new ICSC data finds 56% of consumers worry they can’t afford typical school supplies due to tariff-driven price hikes. The majority are shopping early, and 55% say they have either already started or completed BTS shopping.

About 46% are shopping promotional events, particularly the recent Amazon Prime Day event.

But as far as kids’ preferences, some things never change, no matter how much parents focus on keeping costs down. Denim, for example, continues to be a staple for both middle and high schoolers, says Chris Phillips, senior vice president and general merchandise manager, in an email to Marketing Daily, “with baggy, relaxed, and wide-leg fits driving trends around individuality and body positivity.”

Overall, the style vibe is all about self-expression and comfort, with nostalgic ‘90s and Y2K influences still going strong. “Activewear is stronger than ever," continues Phillips. "Matching tech fleece sets, bold logos, and oversized hoodies are top picks for students looking to transition seamlessly from class to practice. For younger kids, performance-driven uniforms, preppy skirts, sporty tops, and cozy fleece pieces are resonating. But what really stands out is the way students are personalizing their looks—think relaxed athleisure, unique graphic tees, and even pajama-inspired pieces making their way into classrooms.”