Brandon Van Houten, a 26-year-old marketing professional said, "I remember thinking, who gets their pictures taken at JCPenney anymore? It turns out a whole lot of people do." His experience illustrates the resurgence of JCPenney Portrait Studios as a destination for the younger generation.
Van Houten mentioned, "The fact that [JCPenney Portraits] responded to my TikTok post was both unexpected and awesome, and it made me look at JCPenney in a whole new way." This highlights how effective social media engagement can transform brand perception.
JCPenney Portrait Studios, under Lifetouch and Shutterfly, is not the JCPenney from years ago. Shutterfly's strategies are redefining the brand's identity to attract Gen Z customers, leveraging trends like awkward holiday photo shoots.
A marketing strategy has proven successful, with one JCPenney Portrait Studio experiencing over 100 daily sessions during the holiday season. This increased traffic underlines the appeal of the awkward photo trend.
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