The new brand identity includes an updated logo, which evokes the U.S. flag and JCPenney's commitment to treating customers "fair and square."
Talk-show host Ellen DeGeneres has partnered with the retailer to serve as spokesperson for the retailer's new brand identity.
In addition to promotional materials, JCPenney stores will be reorganized to include an area called Main Street, a series of 80 to 100 brand shops. JCPenney expects to feature 30 new and transformed brands by fall, including IZOD, Liz Claiborne, The Original Arizona Jean Company and new teen brand l'amour nanette lepore.
The new teen brand is a collaboration with fashion designer Nanette Lepore, who is known for her flirty, feminine silhouettes. The new brand is reminiscent of the designer's signature style with a youthful twist. The l'amour nanette lepore brand will debut as its own distinct Main Street shop beginning February 2013.
"The department store is the number one opportunity in retail today," says Johnson. "We are going to rethink every aspect of our business, boldly pursue change, and create long-term shareholder value, as we become America's favorite store. And we will transform each and every JCPenney store over the next four years with a month-by-month, shop-by-shop roll-out of exciting new merchandise initiatives."