J.C. Penney pins its growth hopes on Latina consumers

J.C. Penney is targeting Hispanic women as its "North Star" for growth in 2014, starting with a World Cup display-ad campaign focused entirely on reaching the Latina demographic. The retailer has also reorganized its marketing teams and is hiring new talent around this effort. "If we do right by [Latina], we will do better with our general-market work, as our Latina customer is increasingly reshaping the general market," said Senior Vice President of Marketing Debra Berman.

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