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Bloomberg News, Published May 01 2013

VIDEO: J.C. Penney apologizes in TV spot

NEW YORK — J.C. Penney Co. is apologizing. The department-store chain plans to air a television commercial this week — in time for Mother's Day — that says it made mistakes and asks former customers to come back.

Development of the 30-second ad began a few months ago after executives reviewed customer feedback, Joey Thomas, a company spokesman, said in an e-mail. In other words, the ad originated under Ron Johnson, the former chief executive officer who alienated customers by ditching discounts and axing dozens of popular brands in favor of ones aimed at a younger shopper. Myron Ullman replaced him on April 8.

The ad, which has already been posted on the company's Facebook and YouTube pages, features clips of women trying on clothes and children hugging.

“It's no secret, recently J.C. Penney changed,” goes the voiceover. "Some changes you liked and some you didn't, but what matters with mistakes is what we learn.

’'We learned a very simple thing — to listen to you, to hear what you need, to make your life more beautiful. Come back to J.C. Penney. We heard you.’'

After Johnson implemented his makeover, sales fell 25 percent and the chain posted a net loss of $985 million in Johnson's one full year at the company.