A trip to JC Penney meant there would be excitement and a distinct experience from one department to another; something not many retailers have been able to accomplish. So imagine our surprise when we found that many of the advances made over the last year had all but faded into the past. No pop-up, no trend boutique and barely any excitement was left on the floor. On one hand it may indicate that the efforts made last year were in vain and consumers didn’t spend more at the register but it may also indicate that the retailer, in an effort to placate edgy shareholders, didn’t give the budding concepts a fighting chance.

Last Christmas, in the girl’s department, Jerry Leigh all but ruled the planet with their Bobby Jack Boutique. They had acres of apparel, gift sets and impulse items galore. This season the selection has been slashed mercilessly and the space has been split between the Monkey and the other animal du jour: Hello Kitty. We love Hello Kitty as a property but what is missing is that distinction that says come to JC Penney for this exclusive merchandise by Hello Kitty or come to JC Penney for that complete Bobby Jack experience. It’s just more licensed goods without the lifestyle component and motivation attached to it.

What JC Penney will always do well is young men’s apparel. They get that consumer and continue to offer brilliant sportswear, layered shirts, attitude tees, denim and several urban brands to choose from. The strength of the men’s department appears to trickle down into the boy’s department where many of the same cool separates are available. Even the few brands that are on the floor have distinction and each speak to a different type of boy.

In Juniors, the selection was not exciting and none of the brands was elevated or highlighted to the fullest extent possible. We compare the JCP junior floor to Kohl’s where Candies is touted as an exclusive concept to the store and girls have a reason to stop in. South Pole is reaching out to the Urban girl with pricey and splashy sportswear.

The infant and toddler department continues to be a jungle of Okie Dokie value priced merchandise, licensed sets and Holiday musts. The value drives the consumer into the department, especially when sales are on the calendar.

Ladies: The World Wildlife Fund has set up shop here with an assortment of printed tees that benefit the fund. We also found our favorite denim brand on the floor: Vigoss…they churn out the best looking washes at unbelievable prices. The sweater selection includes the staples of the season including short sleeved pretty knits and stripes as well as cardigans and sweater knit hoodies. JC Penney always has a great assortment of dresses and Fire Los Angeles’ jersey and sweater dress versions are the best.