Decree Mobile Exploration O C T O B E R 2, 2 0 0 8

Draft Decree Mobile Exploration Overview There are several approaches we could take in creating a mobile experience for the Decree brand. However with the proliferation of the iPhone (and other 3G/GPS enabled open platform smartphones) there’s an opportunity for JCPenney to create a mobile application rather than a mobile website. This choice allows us to leverage the technology on-board the handset to create new ways for the customer to engage with the brand. With wireless broadband (WiFi / 3G), high resolution camera and GPS, our options are almost limitless. However, it’s worth noting that this is not a small version of the same experience a user would get on jcp.com. With this application can connect with our teen demographic in a more personal and relevant way.

Draft Decree Mobile Exploration Imagine this scenerio A user enters a store and see Decree mobile promotional signage prompting her to download the mobile application. Once she opens the application, a server determines local store inventory, current sales, top merchandise and then matches it with her sizes/favorites stored in her account. She is then served up specific content tailored to her based on what is in stock, what will fit her and current promotions.

Draft Decree Mobile Exploration Main Screen The Decree application can be downloaded once prompted in store or online. This is the main screen that users would be greeted with. They can browse the Fall Collection, check out items selected by designers, or get behind the scenes footage from Decree. The global navigation along the bottom makes it easy for users to: • Get back to the main screen • Access relevant, location based offers and coupons (redemption of these coupons is currently TBD) • Save their favorite Decree looks • Update their profile (favorite store, sizes, etc.) • Scan in merchandise to receive additional info

Draft Decree Mobile Exploration Collection Screen Users can browse the entire collection by scrolling through thumbnails. Users quickly understand the breadth and depth of the Decree line. Users can select specific items from this screen to view larger images and product info.

Draft Decree Mobile Exploration Enlarged Photo Slider Once an item is selected, users can see the product details more clearly. If a user wants to browse more items, they can scroll through the enlarged photo gallery or click the back button to return to the Collection Screen. Along the bottom, users can send their favorite Decree looks to friends (as well as adding them to various social sites), navigate through the images in a more traditional fashion using the arrows or get more product details.

Draft Decree Mobile Exploration Product Detail Screen If a user decides to get more information, the entire image flips revealing: • Product details • Alternative product views • Available colors / fabrics • The ability to purchase directly from Mobile Along the bottom users can gain even more information around the product by clicking on the tabs. Upon selection, the entire screen would slide over revealing: • Customer reviews • Video of the product worn on the runway • How to locate the item in store • If that item is available in their size • Send to / Call friend functionality • Upload looks to social sites (MySpace, Facebook, etc.) • Additional product recommendations

Draft Decree Mobile Exploration Runway Videos The use of video helps customers visualize themselves in the clothing and provides a clearer idea of how items can be worn together. The control modules in the example below would disappear automatically.

Draft Decree Mobile Exploration Product Scanner Labels from clothing in the Decree collection can be scanned into the phone. Once the item is recognized, users are taken to the specific product detail page where they can gain additional information. By having more in depth product information at the point of sale, users feel more confident about their purchases.

Draft Decree Mobile Exploration Why a Smart Phone Application? While we know that the brand audience for Decree is a small percentage in the Smartphone market segment, we wanted to showcase what is possible using modern mobile technology. In creating this proposed experience we’ve considered not only the technology currently available and it’s market penetration in all ages but also what will be on the market in the coming months. With this in mind we thought it best to focus on the iPhone and it’s functionality. In doing this we’re also keeping the following in mind: The iPhone will have a 10 million + user base by the end of the 2008 and with it’s relatively new $199 price point will be available to consumers with more moderate income levels. Google’s Android and Nokia’s touch-screen platform is almost identical to the iPhone in terms of both hardware and software support. Both will be on sale starting this October and will be available throughout most carriers and various price points by early 2009.

Decree Mobile Exploration O C T O B E R 2, 2 0 0 8