Oh boy. Here we go.
The group posted on their website:
Recently JC Penney announced that comedian Ellen Degeneres will be the company's new spokesperson. Funny that JC Penney thinks hiring an open homosexual spokesperson will help their business when most of their customers are traditional families. More sales will be lost than gained unless they replace their spokesperson quickly. Unless JC Penney decides to be neutral in the culture war then their brand transformation will be unsuccessful.
Their marketing strategy is to help families shop and receive a good value for their money. Degeneres is not a true representation of the type of families that shop at their store. The majority of JC Penney shoppers will be offended and choose to no longer shop there. The small percentage of customers they are attempting to satisfy will not offset their loss in sales.
JC Penney has made a poor decision and must correct their mistake fast to retain loyal customers and not turn away potential new, conservative shoppers with the company's new vision.
"Importantly, we share the same fundamental values as Ellen," said Michael Francis, president of J.C. Penney Company in a press statement. "At JC Penney, we couldn't think of a better partner to help us put the fun back into the retail experience. Moving forward, we'll be focused on being in sync with the rhythm of our customers' lives and operating in a 'Fair and Square' manner that is rooted in integrity, simplicity and respect. We're thrilled that she's joining our team to help convey the exciting transformation under way."
"They have an incredible vision for the future and are completely re-inventing themselves to become America's favorite store," said DeGeneres in a press statement.
By jumping on the pro-gay bandwagon, JC Penney is attempting to gain a new target market and in the process will lose customers with traditional values that have been faithful to them over all these years.
Since launching their attack of JCPenney, One Million Moms Facebook page has been flooded with comments and a majority of people plan to support the department store for their choice.
Some even said they haven't shopped at Penney's in years, but now that Ellen has partnered with them they have more reason to check it out.
You hear that? That's the sound of backfire.
[Image via Beiny/Slater/WENN.]