J.C. Penney has been around for more than a century, but just because it’s a staple in most American malls and one of the biggest online retailers doesn’t mean it’s safe from making potentially business ending mistakes. When the company hired Ron Johnson, former Senior VP of Retail Operations at Apple, there were high hopes for his input. He was now at the helm of a huge sinking ship, one struggling to stay afloat. His creativity and planning would save J.C. Penney, or so it was believed. Johnson convinced J.C. Penney to appeal to younger customers by revamping their store layouts, adding new brands, and removing old brands. The company adopted a new pricing strategy that did away with high-low pricing and “jumping through hoops” for good sales, opting for an everyday “fair price” model. Johnson’s strategy seems to have backfired, and in turn he was fired. In hindsight, J. C. Penney should have done more research into what satisfied customers, rather than so quickly changed its entire business strategy. Out with the old, in with the new! But, when it comes to customers, it turns out the old left and the new never came.