Last mentioned: Mar 18, 2026
Industry Analysis
Retail and marketing analysts evaluate the shift toward 'unpretentious' branding under Catalyst Brands leadership.
Social Media Surge
Visuals from the Texas runway begin trending on TikTok and Instagram, highlighting the 'Paris' irony.
Campaign Launch
JCPenney officially bows its spring campaign with the Paris, Texas runway event.
Spring Campaign Launch
The 'Exactly What You Are (and Aren’t) Looking For' campaign debuts in Paris, Texas.
Campaign Launch
The 'Make It Yours' global brand refresh is officially unveiled.
Leadership Change
Marisa Thalberg joins Catalyst Brands as Chief Customer and Marketing Officer.
Acquisition Completion
The retailer was acquired by Simon Property Group and Brookfield Asset Management.
Acquisition
SPARC Group acquires Brooks Brothers for $325 million.
Bankruptcy
The company files for Chapter 11 bankruptcy protection due to the pandemic and shifting retail trends.
Chapter 11 Filing
JCPenney filed for bankruptcy protection amid the global pandemic.
JCPenney has launched its new spring campaign, 'Exactly What You Are (and Aren’t) Looking For,' headlined by a subversive fashion show in Paris, Texas. Led by Catalyst Brands’ Marisa Thalberg, the initiative aims to reposition the legacy retailer as an accessible style destination for everyday Americans.
JCPenney has launched its spring campaign, 'Exactly What You Are (and Aren’t) Looking For,' featuring a subverted fashion show in Paris, Texas. Led by Marisa Thalberg, the initiative leans into self-aware humor to position the legacy retailer as an accessible, unpretentious alternative to high-fashion elitism.
Brooks Brothers is pivoting its 200-year-old identity through the 'Make It Yours' campaign, led by Catalyst Brands CMO Marisa Thalberg. The initiative aims to transition the brand from a symbol of rigid tradition to a platform for personalized, modern style.
Brooks Brothers is leveraging its status as America's oldest apparel brand to pivot toward a more personalized, modern identity. Led by Marisa Thalberg, the 'Make It Yours' campaign aims to transition the brand from a traditional uniform to a versatile wardrobe staple for a new generation.