JCPenney has appointed VaynerMedia as its social media and influencer marketing agency to drive performance by boosting the brand’s relevance.
The company plans to leverage VaynerMedia’s creative and production skills and influencers offerings to improve the retailer’s growth.
Moving forward, VaynerMedia will oversee the increase in the range of fashion offered at the retailer’s stores to improve discovery and help with messaging around value.
As a part of its plans, JCPenney will debut a large-scale campaign next month that provides insight into its new marketing approach.
The department store aims to increase its appeal to younger customers, who, according to a recent survey, are impacted by online influencer recommendations.
Marisa Thalberg, chief customer and marketing officer at JCPenney’s parent Catalyst Brands, said: “VaynerMedia’s track record in modernizing brands is undeniable.
“JCPenney is confident that putting social at the center of our marketing is an essential part of awakening people to all that is, perhaps surprisingly to some, in store at JCPenney.”
The founder of VaynerMedia stated that the firm aims to drive growth by discovering what engages consumers across various social media platforms.
JCPenney previously hired Mischief @ No Fixed Address as its creative agency as part of its plans to drive performance with creative marketing projects.
The retailer also announced its plans to shutter 8 stores in 2025 out of its 650-store fleet.
In January 2025, JCPenney merged with SPARC Group, a partnership including Authentic Brands Group, Simon Property Group, and Shein.
They formed Catalyst Brands, which operates JCPenney as well as SPARC’s portfolio including Aéropostale, Brooks Brothers, Eddie Bauer, Lucky Brand, and Nautica.
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