At a test store in Dallas, J.C. Penney CEO Ron Johnson says, “What we’re trying to do here is change the interface of retail.”

Photograph by Thomas Prior for Bloomberg Businessweek

At a test store in Dallas, J.C. Penney CEO Ron Johnson says, “What we’re trying to do here is change the interface of retail.”

Photograph by Thomas Prior for Bloomberg Businessweek

Ron Johnson at a JCPenney Store

At a test store in Dallas, J.C. Penney CEO Ron Johnson says, “What we’re trying to do here is change the interface of retail.”

Photograph by Thomas Prior for Bloomberg Businessweek

The Arizona Jean shop at the test store.

Photograph by Thomas Prior for Bloomberg Businessweek

Johnson with JCPenney’s specially designed mannequins.

Photograph by Thomas Prior for Bloomberg Businessweek

With Johnson at the helm, JCPenney has worked to shed its discount image.

Photograph by Thomas Prior for Bloomberg Businessweek

Johnson gained fame for launching the Apple Store.

Photograph by Thomas Prior for Bloomberg Businessweek

A masque of mannequins.

Photograph by Thomas Prior for Bloomberg Businessweek

The Levi’s denim bar was designed by the jeans maker.

Photograph by Thomas Prior for Bloomberg Businessweek

JCPenney is unveiling a new look as Johnson repositions it as a “specialty department store.”

Photograph by Thomas Prior for Bloomberg Businessweek

In the age of the Internet, brick-and-mortar stores have struggled as consumers shop online.

Photograph by Thomas Prior for Bloomberg Businessweek