Most department stores in the United States have also done the same thing. Even though their gross margins went up by 3.7 percentage points in the fourth quarter. These levels were their highest ever according to the company. Despite this, J.C. Penney has still not performed as much as some of their main competitors. According to senior research analyst who works for Robert W. Baird & Co., Erika Maschmeyer, “Last year there was a lot of concern around the fact that they were focusing on gross margins rather than growing sales and market share, which is the opposite of Kohl’s. So the fact that they say they can get a positive comp sales this year is significant.”

Since the 19th of October they have had a 29 percent fall. Two of their competitors, Macy’s went down almost 10%, and Khol’s went down more than 14 percent. With was after the 7-month rally they had until October, which was more than their rivals, it what set the bounce up that was seen today.
The financial investment that is in the company will hopefully be showing better percents in this year.