Let’s Grade the Apple Guy: JC Penney vs Kohls

JC Penney (JCP) and Kohls (KSS) attract similar customers, people (women, for the most part) looking to get as much for their money as possible. But the chains are taking opposite tactics. Kohl’s marks down products to the point that gleeful shoppers can’t help but buy stuff because it seems practically free. Over at JC Penney, where former Apple (AAPL) retail chief Ron Johnson took over last November, the company is shedding such gimmicks and wants shoppers to pay more reasonable “everyday prices.”

It’s been almost a year of that strategy, so let’s see who’s winning this game. First up, stock price:

JCP Chart

JCP data by YCharts

And now sales:

JCP Revenue TTM Chart

JCP Revenue TTM data by YCharts

But maybe he’s delivering profits?

JCP Net Income TTM Chart

JCP Net Income TTM data by YCharts

Oh dear.

JCP Profit Margin Chart

JCP Profit Margin data by YCharts

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