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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 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 celebrity news and gossip America's households not having shopped celebrity news and gossip at Penney in the past three years, executives see a lot of untapped opportunity. "We are excited about the turnaround, but we know we celebrity news and gossip are not reaching all of our customers," said John Irvin, head of J.C.
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