Is J.C. Penney Going to Make It?

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Oct. 9 (Bloomberg) -- Harvard Business School Professor of Retailing Rajiv Lal discusses J.C. Penney's woes with Trish Regan on Bloomberg Television's "In The Loop." (Source: Bloomberg)

Jcpenney?

Will he make it?

The numbers are encouraging, but you have to look at what happens during the holiday season.

It is too early to tell because we need to figure out whether the numbers are because of the attraction of the merchandise or the focus on prices.

By the end of the holiday season, we will know what the market -- margins look like, and that will give us a better sense of the health of the business.

A headline crossing, sex -- saks ceo stephen sadove named to the board.

Your reaction?

I think it is the best news they have had in a long time.

Will he bring to the table?

He has had to minutes experience in leading saks, and his experience that will certainly help the future of jcpenney.

One of the many challenges for a store like jcpenney is that it is in somewhat of a no man's land, and that it is neither discount nor higher and.

How do you succeed right now in a business -- you have seen the struggle that kohl's or sears have had, being in this middleground category, where people are either looking for a bargain or more luxurious products?

That has been the challenge of jcpenney for the last two years.

It used to be a great american institution, but it has lost its identity in the midst of what has changed in the greater landscape.

You have specialty retailers, target, walmart.

In the midst of all of this, it is not clear what the jcpenney identity is.

That has been the crux of the problem.

If you could reinvent jcpenney right now, how would you?

I do not have a very good answer for that.

You really have to solve the problem of continuing to work with the loyal customers, and at the same time, try to bring in new customers.

That is what ron johnson try to do.

It did not work out so well for him.

You do not want to lose loyal customers in hopes of bringing in new ones.

Professor rajiv lal, thank you very much.

The bloomberg big number -- $20 million, that is how much david beckham was paid by his sponsorship and image rights company.

He is one of the world's most

This text has been automatically generated. It may not be 100% accurate.

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