JCPenney has become extremely different from many other department stores. It has upgraded to a more chic and stylish look. This challenges the business and retail world however because they gave it an expensive look and they are selling clothing for low prices. This makes customers want to shop more in JCPenney for that reason because it looks expensive so the customers mood changes and feels that the clothing is a well texture. So customers automatically think since the place has low-price clothing but the place looks inevitably chic, that its clothing is of great quality. This attracts the attention of customers and brings down the customers for many expensive boutiques.