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, professor of retail practice in the Whitman School, was quoted in the Retail Dive story “” Wimer, who studies retail marketing and planning, explained that J.C. Penney’s current efforts to rebrand itself may be too late to gain back previous customers. “Not much has been done to woo them back as JCP continued to struggle financially, ending up in bankruptcy. I view JCP as serving value-oriented customers, much like Sears and Kohls. When Sears went under, JCP was not able to gain market share. Target, Walmart and Amazon all … have made a push to expand their brand offerings in categories that JCP offers,” Wimer said.