Dive Brief:
- JCPenney showed off how to do a wedding on a budget as the world turned its attention to the multimillion-dollar nuptials of Amazon founder Jeff Bezos and Lauren Sanchez, according to a press release.
- Amid the chatter surrounding the Bezos-Sanchez wedding in Venice, Italy, the retailer threw a $10,000 event for high school sweethearts in Venice, California on June 25. Everything from the decor to clothes for both the wedding party and guests were covered by the company.
- JCPenney is using social media to showcase the budget wedding and is encouraging users to follow along with the #TheOtherVeniceWedding hashtag. To drum up further interaction, the brand is encouraging consumers to tag them on social media if they can beat the $10,000 budget.
Dive Insight:
As consumers continue to face economic pressure, JCPenney is positioning itself as a budget-friendly option for couples on their special day and a counterpoint to the extravagance of the widely covered Bezos-Sanchez event wedding. While the vast majority of people can’t dole out $50 million, the estimated cost of the Bezos-Sanchez nuptials, expenses can quickly add up. In 2024, the average cost of a wedding was $33,000.
The push follows the retailer’s recent launch of a multistep marketing campaign around a new brand positioning. Surprising shoppers is one way the retailer plans to highlight its range of offerings and value proposition, and the wedding activation appears to fit the bill.
“Most of us aren’t planning our weddings with a ten-million-dollar budget or a palazzo on standby,” said Marisa Thalberg, chief brand and marketing officer for parent company Catalyst Brands, in a statement.
The budget-conscious wedding of Estefany Gomez and Leonardo Rendon was handled completely by the department store, including travel arrangements for the parents of the bride and groom. A “receipt” of expenses was posted by the brand, which included a $99 dollar bridal dress, a $358 dollar suit for the groom, $5,000 in venue and rental charges, $2,200 in catering, along with other line items. The bottom of the receipt noted it was “99.9% off a billionaire’s tag.”
In late 2024, JCPenney named Marisa Thalberg as consulting CMO, bringing in an executive who built a reputation for helping legacy brands like Taco Bell and Lowe’s refresh their marketing, amid efforts to turn the brand around in the face of revenue declines. When the retailer merged with the SPARC Group in January to become Catalyst Brands, Thalberg’s title became chief brand and marketing officer.
JCPenney has made several other changes to its marketing strategy. In January, it named Mischief @ No Fixed Address as lead creative agency. VaynerMedia became the brand’s social media and influencer marketing agency of record in March.
