J.C. Penney's net loss rose from $163 million to $348 million, and sales dropped 16% to $2.64 billion, according to the company's year-over-year quarterly figures. "We're taking steps to reconnect with our core customer through more effective marketing and messaging. The customers will begin to see important changes in the coming months that are aimed at meeting their needs," CEO Myron Ullman said.

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