This moderate department store is in reinvention mode. Under new leadership, JCPenney introduced a new, controversial pricing structure that eliminated coupons and frequent promotions in favor of “everyday value.” Riding on its success with Sephora, JCPenney is expanding the store-within-a-store concept and adding more fashionable brands such as Nanette Lepore and Martha Stewart . . . without letting go of mainstays such as appliances and draperies. Now, the store experience needs to catch up to JCP’s flashy new marketing.