JCPenney’s Brand CEO: ‘We Have Work Ahead’

To mark the completion of her first year as brand CEO at the JCPenney unit of Catalyst Brands, The Dallas Morning News profiled Michelle Wlazlo. Below are selected quotes from that article on a variety of topics, including her goals for the 640-plus unit chain, her management style and why she’s always seen wearing the retailer’s apparel:

* On why she took left Target in 2019 to join JCPenney: “This is where I want to be. This is so important to retail and to America.”

* On her goals for the department store chain: “We have work ahead. It’s really educating again … our existing customers to get them to come in more” and to attract new shoppers.

* On why she loves her job: “There’s nothing better than retail. Every day, it’s a new customer. Every day it’s something new.”

Michelle Wlazlo. Photo: Courtesy of Catalyst Brands

* On her leadership style: “I would love to say that I have one style of leadership. I’ve learned very clearly that I’m super situational, and it really depends on the group and the individuals or the groups I’m talking to.”

* On working to clarify the positioning of its private-label brands such as Liz Claiborne, Stafford and Arizona: “You can control more of your own destiny.”

* On getting compliments on her wardrobe: “(I) always say, ‘It’s JCPenney.’ And so many people will go, ‘What?’” The newspaper noted that sentiment reflects the “It’s from Where?” — “Yes, JCPenney” marketing campaign the brand launched last April to reinforce a stronger focus on offering on-trend fashions.