Ron Johnson, J.C. Penney’s CEO recently announced a dramatic plan to reshape the company’s current approach to the retail market. Unlike the previous barrage of nonstop, deeply discounted sale items, Johnson plans to stabilize Penney’s stores by offering everyday low prices at 40 percent off the initial price, amongst other bold changes.

“Every initiative we pursue will be guided by our core value to treat customers as we would like to be treated — fair and square,” stated Johnson.