J.C. Penney: Add These to Our List of Big Risks

In J.C. Penney's latest annual report, gone are references to becoming "America's favorite store." Its "Fair and Square" low everyday prices and jcp.com website descriptions have also been scratched. Replacing them are a return to promotional pricing and the resurrection of its old Jcpenney.com website. But that's not all. The company has also overhauled its list of risk factors. Following Target's big data breach, J.C. Penney has joined other retailers flagging data security as a major new risk factor. The economy also continues to menace the company's turnaround efforts.