Whereas all eyes are on Amazon founder Jeff Bezos’ high-profile marriage ceremony in Venice, Italy this week, JCPenney hopes to divert consideration to a different Venice marriage ceremony that occurred not too long ago.
On Wednesday, the division retailer funded a Los Angeles couple’s marriage ceremony in Venice, Calif. to show that the large day doesn’t have to interrupt the financial institution.
The model assisted highschool sweethearts Estefany Gomez and Leonardo Rendon by outfitting the couple and their total visitor listing, in addition to offering all marriage ceremony decor—all for a complete pricetag of $10,000.
In the event you don’t imagine them, test the receipt.
JCPenney
“We’ve at all times dreamed of a California marriage ceremony, however with our households dwelling on reverse coasts, it felt out of attain,” the couple mentioned in an announcement. “When JCPenney reached out, we actually questioned if it may actually occur. However they didn’t simply say sure to our dream—they made each element potential, from outfitting each visitor in attractive style to the venue and cake, and most significantly, creating reminiscences we’ll cherish eternally.”
Per Zola’s 2025 First Look Report, the typical value of a marriage in 2025 is projected to hit $36,000, a rise from $33,000 in 2024 and $29,000 in 2023.
JCPenney’s comeback
The marketing campaign comes as JCPenney makes an attempt to stage a serious comeback beneath its new chief advertising officer (CMO) Marisa Thalberg, following a interval of chapter, layoffs, retailer closures, and gradual gross sales.
Per Retail Dive, the model’s This autumn whole web gross sales decreased greater than 9% to $2.09 billion. The publication additionally reported on Monday that the division retailer will shutter its Alliance Provide Chain facility in Haslet, Texas in November, impacting 300 workers.
In April, JCPenney rolled out “Sure, JCPenney”, its first marketing campaign beneath Thalberg, that includes unbranded billboards throughout NYC’s Occasions Sq. and in Brookfield and Simon malls nationwide. The posters showcased fashions carrying its garments with no indication of the place they got here from. A QR code printed on the adverts linked to JCPenney’s website.
Within the two months because the marketing campaign’s launch, JCPenney mentioned it has seen a 22% enhance in Google searches for the model, in addition to a rise in model consideration from 13.6% to 16.4%. One of many lead outfits from the advert marketing campaign additionally achieved an 88% sell-through.
Thalberg, who joined in October 2024, mentioned facilitating what she calls “the opposite Venice marriage ceremony” was part of the model’s technique to reaffirm JCPenney as a vacation spot for budget-conscious trendsetters.
“As we take into consideration what our place is in tradition, it’s to softly poke at issues which might be elite and present how we will translate it for everybody else,” she informed ADWEEK.
The CMO added that buyers can anticipate extra from its “Sure, JCPenney” marketing campaign because it rolls out back-to-school style within the fall.
