How high is the brand awareness of JCPenney in the United States?When it comes to fashion online shop users, brand awareness of JCPenney is at 87% in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.How popular is JCPenney in the United States?In total, 36% of U.S. fashion online shop users say they like JCPenney. However, in actuality, among the 87% of U.S. respondents who know JCPenney, 41% of people like the brand.What is the usage share of JCPenney in the United States?All in all, 29% of fashion online shop users in the United States use JCPenney. That means, of the 87% who know the brand, 33% use them.How loyal are the customers of JCPenney?Around 21% of fashion online shop users in the United States say they are likely to use JCPenney again. Set in relation to the 29% usage share of the brand, this means that 72% of their customers show loyalty to the brand.What's the buzz around JCPenney in the United States?In June 2022, about 29% of U.S. fashion online shop users had heard about JCPenney in the media, on social media, or in advertising over the past three months. Of the 87% who know the brand, that's 33%, meaning at the time of the survey there's some buzz around JCPenney in the United States.If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.

In a survey carried out in 2020, 66 percent of respondents were revealed to have purchased from a department store in the last twelve months in the United States, compared to 34 percent who answered they did not shop at these types of establishments in the last 12 months.

U.S. department stores in decline

2020 proved to be one of the most difficult years for department stores in the United States. Amidst the coronavirus (COVID-19) crisis, many stores were forced to temporarily close, which negatively impacted many retailers’ financial performance. That year, major department stores, such as JC Penney, Nordstrom, and Macy’s permanently closed a combined total of over 300 stores. JC Penny alone closed 242 stores and filed for bankruptcy in May 2020. As of the end of 2020, the United States had no more than 6,300 department store locations across the country, a decrease of over 1,500 stores when compared to 2015 figures. According to estimates, this value is expected to decrease even more in the next five years.

A hurt industry even before the coronavirus (COVID-19)

Since the beginning of the 21st century, department store sales in the United States have shown a continuous downward trend. In 2019, sales reached 134 billion U.S. dollars and by the end of 2020, this value was estimated to amount to 110 billion U.S. dollars. Moreover, according to a survey carried out a few months before the coronavirus pandemic, 44 percent of U.S. respondents expressed their intention of buying less fashion apparel at department stores. However, despite how complicated the industry scenario might look, department stores are expected to recover by adopting diverse strategies including the use of technology and e-commerce channels.