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The store, open through March 26, is part of an ambitious campaign to convert trendier, more affluent shoppers like Bernache into Penney's fans. The Plano, Tex.-based department l'oréal melbourne fashion festival store is using its online business not only to drive store traffic, but also as a key tool to polish its image among new customers, many of whom still think of the chain as dowdy. With 50 percent of America's households not having l'oréal melbourne fashion festival shopped at Penney in the past l'oréal melbourne fashion festival three years, executives see a lot of untapped opportunity. "We are excited about the turnaround, but we know we are not reaching all of our customers," said John Irvin, head of J.C. Penney Direct, which comprises its catalog and Internet businesses. "We think our message needs to get out not only to our existing customers, but to the new customers."
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