Open Letter to JC Penney

Dear JC Penney,

I'm a plus size women size 20-22 ish. I really want to shop with you, I've tried time and time again, but I just don't think you understand me. I was angry with you at first. You ask me to give you money in exchange for clothes that fit but don't express who I am. I felt like you took our relationship for granted and that you did the bare minimum to make me feel included and worthy. After some thought and some very curt emails that I have written but not had the heart to send, I thought maybe, just maybe its because you don't know any better, and need me to explain why I'm struggling to shop with you. Perhaps if I break it down for you, you can see from my perspective how better to serve me and others like me, and hopefully take my comments on board for the future.

I live in Southern California, My nearest store is the Escondido site. I'm always excited to visit the store because your ground floor and window displays are always appealing. Your merchandising is fun, clean and easy to navigate. The simple touches of a statement light fitting over a certain brand concession or a mannequin draped in an architectural piece of fabric looking modern and contemporary in the accessories department, and a friendly smile from of the assistants walking around always 'happy to help' all makes me feel like you want me to shop and have a lovely experience whilst doing so.

For me though the plus size section has non of the glitz and glamour afforded to the women who can shop on the ground floor. My area is segregated down stairs in the badly light basement, on concrete floors that seem unfinished and a little grubby. The clothes you have for me are nestled in between pots, pans and bedroom furniture, not accessories or fragrances and cosmetics like the other straight-sized departments.

I feel like you have forgotten about me down here! There is no thought for merchandising, everything is crammed into a tight space, and it makes it hard for me to find even the most basic of pieces in the chaos. Most of the collection hasn't evolved, and is still very much fat frump from the 90's. I know you have cute pieces that would fit me because I've seen them on your website and commercials but even if carry them in store, I can't find them through the 'thrift style setup'.

I work with women who struggle with their self esteem and acceptance of their body. For most of them shopping is a necessity not a pleasure. Some women already feel that they are ignored, misunderstood, less special and alienated because of their shape or size, and in all honesty, in the Escondido store in particular I can see how these feelings are perpetuated. I have owned a plus size boutique. I know first hand how important it is for these women to have a pleasurable shopping experience. I understand that if given the opportunity to wear something that is fashion forward they will and can find the confidence to do so. I also know that women like me have money to spend, and will happily hand over hundreds of dollars at a time if they are afforded the same basic care, thought and experience as those on the ground floor.

Nothing about the forgotten dark hole that is the plus size department feels special, I cant even say that I have seen a helpful member of staff down there, I can't blame them, I wouldn't want to be down there for very long either.

I guess what I'm trying to say is that, I wish you could do better. It's not just about what you are trying to sell me (and some of that, certainly needs looking at) It's more about how you are trying to sell it to me. I want to feel inspired, beautiful, worthy, and respected when I shop with you, and right now I'm really struggling with all of that.

I hope you understand, I hope you can see things from my perspective, and most of all I hope that you can change.

Sally

for transparency this video was shot in 2016- following my visit to the store this week, I see little has changed.