You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract J.C. Penney Opts for Toned Down Renovation Plan As Retailer Burns Cash, New CEO Refreshes Home Area, Pulls Back On Other Updates , Published on June 04, 2013 8 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.