J.C. Penney’s Virtual Runway A Hint Of What It Might Have Been
Written by Evan SchumanFebruary 25th, 2009
As a student of well-thought-out, creative E-Commerce initiatives, I was naturally excited to hear that as deep-pocketed and serious a chain as J.C. Penney was declaring an "innovative online experience" that was "one-of-a-kind" and demonstrated "leadership in the online retail space."
Imagine my disappointment when a rudimentary runway model demo was all that this experience amounted to. Barely two-dozen short videos of models walking. And yet, just down the E-Commerce corridor sit the ghosts of what J.C. Penney might have done had the company truly wanted to show E-Commerce leadership and innovation. Had it chosen to move from mediocre to meritorious, think of the customization potential in a runway show.
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I have strong reservations about the 'individual' certification and posting of that information for merchants. Can you imagine the potential employee poaching that might occur? The implications when competitors can look up how many are certified with each of their competitors? 
-Christine
