A few months ago, we wrote a blog about J.C. Penny drastically changing their brand strategy. We said, "Looks like J.C. Penney invested in some brand research to revitalize their brand after sales kept falling from 2006 to 2011. One of the main changes that will be implemented is a new pricing strategy-a 3 tiered pricing structure: regular prices, month-long specials prices, and clearance prices. “By setting our store monthly and maintaining our best prices for an entire month, we feel confident that customers will love shopping when it is convenient for them, rather than when it is expedient for us," says J.C. Penney's new CEO Ron Johnson (launched Apple retail stores). It's a bold move for any retailer to make, especially when coupons, and special sales and promotions are the norm for department stores."