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  • Latina: JCPenney's new brand muse
  • Latina: JCPenney's new brand muse
    AdAge ©
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Latina: JCPenney's new brand muse

With plans to close 33 stores across the country after a continued slump in sales, one of America's oldest retailers – JCPenney – has been having a tough time of late. A new strategy, however, is pinning turnaround hopes on a new brand muse: tapping into the Latina market.

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