J.C. Penney Pins Comeback Hope on Back-to-School

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July 15 (Bloomberg) -- Bloomberg's Deirdre Bolton previews J.C. Penney's back-to-school strategy as the retailer continues its attempts to remake itself following the departure of former CEO Ron Johnson. She speaks on Bloomberg Television's "In The Loop."

They said it is like the super bowl for them.

If they do not knock it out of the park, they are going to have a tough season.

One legacy decision from the former ceo ron johnson, the apple wonder kid, he also did some things that do not work.

One of the things were that employees do not have to be in uniform.

He created a lots of confusion from customers about he was working there and he was, where they could pay.

Mike ullman says employees are now going to be easier to spot.

We are back -- for back to school we will have a red lanyards.

If you look at the general strategy, this shop and a box strategy has really paid off.

I sat down with eddie schumacher.

She is a general merchandising manager of the children apparels division at jcpenney.

We talked about how her division will contribute to the bottom line.

Customers have been coming in since we launched online.

They have photos of the items they are excited about.

They have been coming in and asking for them.

I think we will see some important traffic.

Do you think they will be able to drive back-to-school traffic?

I do.

I think it is a great new story.

You're out there talking about it right now.

You hear her say that she does inc.

That -- hear her say that she does think it can contribute to the bottom line.

As for the recent change in leadership, i asked her how she is feeling with him at the helm.

The difference for me is feeling the energy to work with such an accomplished ceo.

He is thin asset -- he is fantastic with all her people within jcpenney that respond to his leadership.

He has been back since april.

You can see jp -- jcpenney up.

More importantly, customers are coming back or at least the declines are decreasing.

That is a step in the right direction.

That is right.

Losing less is better than losing everything.

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

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