03/28/2013 10:08 am ET Updated Mar 28, 2013

JCPenney Executive Nick Wooster Reveals The Secret To Transforming The Company: 'Make Cute Shit'

Why didn't we think of that?

Nick Wooster, JCPenney's senior vice president of product and design, offered a simple solution to the struggling retailer's woes earlier this month at a Women’s Wear Daily conference: just “make cute shit.” Wooster also explained JCPenney's plan to become “America’s favorite store," which includes introducing several brand shops inside JCPenney stores.

“I’m going to get in trouble for saying this, but [we need to] make cute shit,” Wooster said in response to prodding from an audience member. “If we have compelling product, people will come into the store. I firmly believe that’s the job of merchants. Am I done yet?”

Sarah Holland, a JCPenney spokesperson, wrote in an email to The Huffington Post that the company supports "Nick and his vision for jcpenney to make cute shit."

The company better hope the strategy works. JCPenney suffered a 30 percent drop in revenue last quarter, capping off a year that included major quarterly losses and a failed attempt to rid themselves of their famous (and costly) sales.

JCPenney's other strategy has included some 2,200 layoffs, all while company executives quite literally continue to fly high. Many are commuting to their jobs by plane and the company has three private jets registered to its name, Bloomberg reported earlier this month.

There is a possibility “cute shit” strategy won't work either. The Huffington Post reported last June that shoppers with a “frumpy” style, who turned to JCPenney because it offered exactly that, were disappointed with the hipper clothes the company’s new CEO Ron Johnson introduced into the store.

(Hat tip: Business Insider)



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