After JC Penney launched their new campaign with Ellen DeGeneres as their spokesperson in late January, some conservatives and anti-gay activists (like OneMillionMoms), started a campaign against JC Penney. Why? Because she is an open lesbian. OneMillionMoms released a statement on their website saying that Ellen was not a true representation of the “traditional families” who shopped at JC Penney, and foretold that the store would lose sales because of this.
Read what OneMillionMoms had to say, and JC Penney’s response, after the jump.
Funny that JC Penney thinks hiring an open homosexual spokesperson will help their business when most of their customers are traditional families. More sales will be lost than gained unless they replace their spokesperson quickly. Unless JC Penney decides to be neutral in the culture war then their brand transformation will be unsuccessful. By jumping on the pro-gay bandwagon, JC Penney is attempting to gain a new target market and in the process will lose customers with traditional values that have been faithful to them over all these years.
Many other shoppers, and JC Penney themselves, do not agree. In an emailed statement to Yahoo Shine, J.C. Penney confirmed it “stands behind its partnership with Ellen DeGeneres.” Overall, it was quite unlikely that the barrier-breaking Ellen, with three million viewers, would be removed as the spokesperson. [HP]
JC Penney CEO Ron Johnson explained why he chose Ellen to the Associated Press, stating that she is “lovable, likable, honest and funny, but at her soul, we trust her.” Along with the support of the CEO, more than 10,000 people signed a petition created by GLAAD, “standing up for Ellen.”