How JCPenney is targeting Hispanic shoppers

For the first time, JCPenney (NYSE: JCP) is specifically targeting Hispanic customers as part of its World Cup soccer campaign.

"Our growth depends on catering to the Latina," said Lyris Leos, director of multicultural marketing at JCPenney, told AdAge. Until now, "we have never overtly stated and assertively made the claim that the Latina is our brand muse." Story