Title: jcpenney vs. One Million Moms
Sources of topic:
http://crushable.com/entertainment/video-ellen-turns-her-jcpenney-haters-into-motivators-610/
http://www.cbsnews.com/8301-505263_162-57373794/jcpenney-ceo-on-ellen-degeneres-controversy/
http://www.onemillionmoms.com/IssueDetail.asp?id=436
On January 25th, 2012, jcpenney reported in an official press release that they sponsoring Ellen DeGeneres as their spokesperson in representation of their new marketing strategy. The president of J.C. Penney Inc. stated, "Ellen DeGeneres is one of the most fun and vibrant people in entertainment today, with great warmth and a down-to-earth attitude. The millions who watch her on television and follow her through social media relate to her and trust what she has to say. Importantly, we share the same fundamental values as Ellen. At jcpenney, we couldn't think of a better partner to help us put the fun back into the retail experience. Moving forward, we'll be focused on being in sync with the rhythm of our customers' lives and operating in a 'Fair and Square' manner that is rooted in integrity, simplicity and respect. We're thrilled that she's joining our team to help convey the exciting transformation under way." These values include honesty, equality, kindness, compassion, treating people the way you want to be treated, and helping those in need, as Ellen voiced on her show.
Shortly after this press release, the activist group One Million Moms, a project of the American Family Association, posted a press release of their own. In this post OMM says that jcpenney will lose more sales than gain them and even says that their brand transformation will be unsuccessful, due to the fact that conservative families will not want to support the brand with an openly homosexual individual. OMM urges people to contact jcpenney and voice their outrage at the choice for spokesperson, and even lists the contact number for their customer service department and corporate headquarters. They even accuse jcpenney of “jumping on the pro-gay bandwagon.” Ironically, OMM only has 44,128 “likes” on Facebook.
In response to the reaction of One Million Moms, the jcpenney CEO Ron Johnson said that the company is choosing to stand behind their choice of having Ellen as a spokesperson. He even says that the company doesn’t view it as controversy. Johnson states that jcpenney was founded 110 years ago on The Golden Rule, based on treating people fairly, and having Ellen as a spokesperson was a “no-brainer.” After Proposition 8 was ruled unconstitutional, Ellen finally decided to speak out about the situation on her show. As per usual with Ellen, she made the situation lighthearted, and said “my haters are my motivators” and even joked about the discount she would be getting from the company. Although, her statements underline the seriousness of the issue at hand as she read the posts OMM had up on their Facebook page.
Questions to consider:
Will this situation influence your buying habits at JCP?
Do you agree or disagree with how JCP handled the situation? What would you have done?
Thoughts on Ellen’s statements? Does this help or hurt her reputation/brand name?
After reading through and listening to the interview of the controversy that was attempted to be started by the organization “One Million Moms” about their opinions of having Ellen DeGeneres be JCP’s partner to get the company back on their feet. Their argument was because Ellen is gay. SO WHAT!!!! I don’t think the store CEO could say it any better Ron Johnson states “There is no controversy here” and I agree. He was very sincere when saying that the organization against JCP’s decision shared their views like they are able to do, and JCP shared theirs, Ellen is the perfect person to represent the fun and energetic views that JCP has especially since she is trustworthy and honest. JCP’s CEO states that Ellen was chosen because of her shared values of treating people fair and square. I think that Ron handled the situation and interview very well, he brushed the “controversy” statement off his shoulder and reminded viewers that there really wasn’t a controversy at hand, rather just opinions from a different organization. He then goes on to talk about the new strategy for JCP and his new views on what is going to make the company successful. I think this interview was used in favor of JCP, to address a situation that had been brought up but to also include all of the things that JCP has done to change the company and let customers know about the new things going on, and what to expect from this store. If I were ever put in this situation I would hope to be able to handle something like this in a similar way that Ron Johnson did, address it, explain it from the company’s terms, and move on from it. I laughed at the opening of the interview when Ellen came out and said “I am gay“with a laugh and told the audience that it was a big surprise to everyone and she hoped they had been sitting down when they heard this. Obviously this isn’t news and she didn’t seem to be offended or her decision to be the spokesperson wasn’t swayed when this was brought to her attention. I think it was a smart decision and she handled it well, people who follow her and know her brand name would not be surprised by the fact of her being gay.
ReplyDeleteI think that the decision to deem Ellen as the spokesperson for J.C. Penny was a great one. I have nothing against Ellen, and I do not believe that your sexual orientation defines your qualities or characteristics. I am happy to see that J.C. Penny has finally started a re-structuring and has began updating who they are, and declaring what values they uphold as a company.
ReplyDeletePersonally, I do not shop at J.C. Penny. Their style and merchandise does not really fit my needs. I do not think that hiring Ellen as a celebrity endorser will really effect my motive to either shop or not shop there, nor do I believe any celebrity would. However, I do think it is great that J.C. Penny has created a pricing strategy which keeps their consumers at the forefront of their minds.
J.C. Penny and Ellen handled this ethics debate with class and professionalism. I would have done the same exact thing if this was my situation, and maybe even discussed how OMM does not uphold the company's beliefs of equality and respect for others. If you are a conservative mom don't shop there-point blank. Are you really going to cause a uproar to every clothing store which has sold a low-cut shirt, or has a gay/lesbian fashion designer creating their apparel? Get over yourselves.
I think the reputation of Ellen only makes their brand stronger because Ellen is such an empowered and strong female. I give J.C. Penny many props for this decision!
After reviewing the article I can conclude that I don't believe this situation will have any affect on my JC Penny buying habits. I am not an avid JC Penny shopper as it is and social controversy doesn't effect my purchasing habits. My shopping style is motivated by style, utilization, and price. I believe JC Penny handled the situation correctly. There was no ulterior motive in naming Ellen as the new spokesperson. JC Penny was simply trying to re-energize their promotional campaign. Homosexuality is irrelevant to the sales and promotion of the JC Penny brand. I would have gone about the situation in a very similar fashion and to go even further apologize to Ellen if this controversy had caused her any discomfort.As far as Ellen goes, she handled the situation very well. Making a joke out of a serious situation was only more beneficial to her reputation and is a testament to why JC Penny picked her as a spokesperson.
ReplyDeleteI don't shop at JC Penny as it is. But I have a new found respect for them, they defended Ellen and the gay community. That in itself will help gain new customers, but overall the fact that Ellen, who has been a spokesperson for other companies such as Maybeline, a judge for American Idol, and a top rated talk show host. So with the gay population being the minority in this country, Ellen has to be reaching the straight population as well. To many people this is not an issue and it should not be an issue.
ReplyDeleteJCP did a great job keeping their message heard. They believe in fairness and equality for all and see that their is not controversy with the situation. I happen to agree that their is no controversy and that Ellen would be a great spokesperson. She already reaches millions daily on her talkshow and they seem to have no issue with her being gay. OMM has a really bad argument that traditional customers will not shop at their store and I think Ellen and JCP realize that and that is why they have taken the high road and been so classy with this ludicrous situation OMM has started.
I think Ellen did a fantastic job addressing the issue. Ellen not only addressed the issue head on, but she did it with her light hearted humor that made it simple for anyone to understand. The best part was when Ellen spoke of her traditional values, which should be standards every person has. Ellen is a classy woman and she does not let these narrow minded people define her or her life choices
This situation will not influence my buying habits at JCP. I have been buying from JCP since I was a little girl. I love the store and mostly, their sales. I understand that many people will be outspoken regarding Ellen being JCP's new spokesperson, but I feel that she is an asset. Many people love Ellen! Yes, she is homosexual, but that doesn't take away from the great woman she is.
ReplyDeleteI am actually proud of how JCP handled this situation. I feel like many companies back down in situations like these, but JCP is standing behind what they believe is right. I love that! I think that this message says a lot about their brand as well. Like JCP stated, "They want to give everyone an equal chance." I don't feel that JCP is trying to promote their political views. I truly believe that JCP saw Ellen as being the best fit because she truly is a vibrant person. I would have backed up the decision as well.
I think that maybe Ellen could have refrained from making any statements regarding the issue, but I also feel like this is Ellen's lighthearted nature peeking through. If you watch Ellen's show you know that she likes to throw in some lighthearted humor. Her show promotes laughter. I don't think that her comments were damaging because she wasn't attacking anyone, but I can see how someone might take this differently. I'm sure this isn't the first time that Ellen has been discriminated against and for someone who has probably dealt with this many times throughout her life I thought she was respectful of her opposing group while addressing the issue.
GO ELLEN!
Will this situation influence your buying habits at JCP?
ReplyDeleteThis will not influence my buying habits at JCP because honestly I Love Ellen. And if anything it might push me more to purchase there.
Do you agree or disagree with how JCP handled the situation? What would you have done?
I agree with how JCP handled it. Just because Ellen is gay doesn’t mean she doesn’t know how to promote and do business. They stood behind Ellen and what she believes in. JCP states that people have a right to speak their mind and with that they are going to keep Ellen as their spokes women.
Thoughts on Ellen’s statements? Does this help or hurt her reputation/brand name?
I believe that this helps her reputation and brand name because she isn’t afraid to tell her story. She does not care that people know that she is gay. She says that her haters are her motivation, she takes their negativity and makes it a positive for herself and her brand.
This situation will most deffinately not influence my decision, I am not a big shopper at JC Penny but I love Ellen and feel that she will do a great job representing this company. If anything I think she will bring more people in to buy from the store.
ReplyDeleteI agree with how JC Penny handled the situation I think standing behind Ellen was the best choice they could have made. They also show the public that they are an open minded company that chooses to pick people that will best represent their company, having nothing to do with their sexuality.
I do not think this will hurt Ellen at all, she has been an openly gay women for a number of years now, I think it is more of a suprise that an organization like this would be so opposed to buying clothing based on who represents the company. I think it also helpes her reputation in the gay and lesbian world, by standing up for herself she proves that she is an extremely strong women who will only prevail from things like these.
First, I would like to say that the actions of OMM are ludicrous. As stated on the organization's website, "One Million Moms was begun to give moms an impact with the decision-makers and let them know we are upset with the messages they are sending to our children and the values (or lack of them) they are pushing." I think OMM has a little re-evaluating to do, because it appears to me as though they are the ones with "a lack of values." Rather than instilling in their children the values of this country (EQUALITY and embracing diversity on a larger scale), they are teaching them to judge others based on personal preference and individuality! Shame on them.
ReplyDeleteIn response to your first question: no, this situation will not influence my purchasing habits as I do not shop at JCPenney. Although the hiring of Ellen as JCPenney's spokesperson would not encourage me to do business with the company, it would most certainly not discourage me either.
I am more than pleased with how JCPenney and its CEO Ron Johnson handled this situation -- in fact, I applaud him. He handled this situation professionally and quite respectfully, and I would have handled it much the same. In a time of crisis, he stood behind his company and its mission of treating people fairly. By doing so, he has undoubtedly strengthened his company as well as its image.
Ellen's statements have only helped her reputation. She is a woman who has long embraced individuality, and she has demonstrated this through her unique style and sense of humor. This situation (both to me and to many) is laughable, and I believe Ellen responded to it with exactly that in mind.
1. JCPenney adding Ellen as their spokesperson will not change my buying habits at all. My decision to shop there has never been influenced by the spokesperson they have rather I shop there because I have always had favorable experiences there. While some people make decisions based off of who supports a company and depend on others to influence them in their clothes buying decisions I rather my own experiences determine where I shop.
ReplyDelete2. I agree with how JCP with handled the situation because they were none confrontational and are standing their ground. JCP is being attacked by a group that personally I have never heard of and I'm willing to bet that there are many other people out there that are in the same position as I am. JCP standing there ground shows that they won't be pushed around like other companies who buckle under the smallest amount of pressure and I respect them for standing tall.
3. Ellen's response was exactly what I would expect out of her. She is someone who is comfortable with herself enough to not let some group tear her down. I respect that she didn't sink to their level and I think that helps her reputation because if she did sink to the groups level then there could be conversation that she is not comfortable with herself or that small comments frustrate her. I'm sure that they did bother her but it takes a big person to let those things just roll off their back.
I find it absolutely ridiculous that this is even an issue. Although I have to admit I did not know much about Ellen DeGeneres, after some research I believe she is perfect for that position. I also have to admit I haven't heard much about JCP either and have never shopped there. But maybe with this new face as their spokesperson they will be able to attract new customers.
ReplyDeleteI agree the way they handled the situation and would not change a thing. On a business level I would continue with the plan and seek to meet the new objectives with the chosen strategy. I believe OMM is completely out of line.
When put in the situation it is not easy to respond. Therefor Ellen chose the right approach by lightning the situation and countering with humor.
I am blessed to have two sisters and a mother who enjoy watching Ellen's show. I am well aware of her sexual preference yet was new to her association with JCPenny. I think its great! Ellen talks about traditional values: honesty, equality, kindness, compassion, treating people the way you would want to be treated, and helping those in need. Now, explain to me why a group of house moms who more than likely are from the south with strong religious views, has the right to bash a women who stands for all the right things.
ReplyDeleteIt’s not a preference to be gay, I am sure we are all at the point in our lives where we have come to that reality. JCPenny decided to go forward with a television icon who is good hearted and popular with the public. One Million Mom's (OMM) to me sounds like a joke organization only trying to create havoc while their sole purpose is to go after those people who fight for equality each day. Joke/Cult organization I felt both were appropriate in describing my feelings. I am not agreeing completely with gay marriage, but it’s not my decision to tell someone whom he or she can, and cannot like, nor should she be discriminated against because of her preference in this day and age.
To be honest, I am with the people who posted their feelings on Facebook. I am most certainly influenced to go buy something from JCPenny just to spite OMM and their over the top conservative views. “Jumping on the pro-gay ban-wagon” is the response OMM had. How outrageous is that? She is a person like you and I; and to be frank, she makes a killing being who she is.
JCPenny could not have handle the situation better by continuing with their original decision to take Ellen on board. Their response included that how they shared the same views as Ellen in terms of equality, and “The Golden Rule”. I feel One Million Moms or Forty Thousand Moms only helped the success of JCPenny going forward by bringing Ellen in as their spokesperson in representation of their new marketing strategy.
Ellen’s response was my favorite part of this topic because she was so composed and direct. Yes, she was lighthearted and engaged in the topic of her sexual preference in joking form, yet she hit upon the issue in full effect by dominating her haters. “Haters are my motivators”, I’m so pumped I might just tweet it. I might need some socks from JCPenny just to keep their stock up. Every buck counts
Will this situation influence your buying habits at JCP?
ReplyDeleteThis situation will not completely influence my buying habits at JCP. I do shop there here and there because I do find that they have some quality products for good prices, but now I have a reason to differentiate them from perhaps Kohls or Sears. Next time I'm at the mall and I have to make the decision to either go to Sears or JCP, I will most likely choose JCP because I have a new found respect for them for holding their ground and not backing down. Especially since I can imagine they predicted at least ONE group of whoevers had something to say about it. As most everyone else said, I think that they made a great move hiring Ellen as their spokesperson. I think that the charisma Ellen has will definitely help their image, considering I can't even remember JCP having a spokesperson before.
Do you agree or disagree with how JCP handled the situation? What would you have done?
I totally agree with how JCP handled the situation. They didn't think twice about their decision and didn't reach out/ seem to feel obligated to "apologize" for offending the OMM's opinions. (which of course they shouldn't but who knows.)I think that even goes back to the recent Susan G. Komen case and how they (most likely) made their choice to pull out their funding from PPH because of political pressure. JCP doesn't care, they will go happily with their decision. Oh, and probably be way more successful than these OMM characters because I'm sure their new marketing and promotion ideas including Ellen will boost their sales incredibly.
Thoughts on Ellen’s statements? Does this help or hurt her reputation/brand name?
Ellen's statement was awesome. She kept it short and simple and put a positive twist on a bad thing for not only her but what probably millions of other people have to deal with. She has just added even more to her reputation as an inspirational person which helps JCP even more!
I 100% support JCP and may possibly shop there more then I do now, due to this. It is extremely unfortunate that people are still being treated so poorly. I guess I have turned a blind eye to discrimination. Ellen is a well loved talk show host, who does so many great things for celebrities, unknown guests with amazing talent and someone who is searching for help. She is a woman with a great heart who is out to help in anyway she can. She stands up for so many gay people that cannot speak out themselves, she gives people hope that some day they will not have to live in fear. She is an inspiring woman, and JCP could not have picked a better spokesperson. JCP could not have handled a situation better. They made a decision and they stuck to it. It was a risk and they certainly took some criticism from it but whenever you take a risk you will make some people unhappy. If they were to dismiss her, they would not only lose the support of all those who love Ellen but they would not gain back the support of the OMM. Yes some people are upset and unhappy, but others are proud of JCP for standing up for equality!!
ReplyDelete-This is not going to influence me whatsoever, Ellen is a great person and does a lot for some people in need. I do not shop at JCP that often but I do not believe that this has an impact on how I look at the company. They are looking at Ellen and saying she is very successful and popular in the public, and this is a great business opportunity for the company.
ReplyDelete- I think they handled the situation the way that it should have been handled. In that situation you are going to have people on both sides and you will never be able to please everyone. They chose Ellen for a reason and stuck to their guns, they wanted a popular and well liked person to help the company grow. I would have gone about the situation the same way, and hopefully I would get some positive responses out of it.
- I think she handled herself the right way, she is clearly not affected by her beliefs and she is comfortable with her situation. She has a lot of people that respect her and her decisions so she was able to display her personality quite well.
After reading the articles and seeing the new campaign, its not going to influence me whatsoever. I really was not a big JCpenney's shopper and theres really not a lot that could change that. However taking a step in a new direction is a great thing for their company. Ellen has gained the respect of millions worldwide and choosing her is a great choice in going into a new direction. You cannot please everyone, but by choosing Ellen JCpenney is taking a stand and for that they gain my respect.
ReplyDelete