BRIEF-Penney CEO says re-connecting with core customers "won't happen overnight"

Thu May 16, 2013 6:02pm EDT

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May 16 (Reuters) - J C Penney Company Inc : * J.c.penney company inc CEO says re-connecting with core customers

"this won't happen overnight" * Penney CEO says next ad campaigns to be similar in vein to mother's day * Penney CEO says customers will see expandes selection of basics in its core

brands * Penney CEO says "attractions" will remain a strategic emphasis * Penney CEO says doesn't expect significant new hiring or layoffs * Penney CFO says Q1 traffic down 6 percent * Penney CEO says can get online, in-store inventories aligned by fall, for

e-Commerce purposes * Penney CEO tells analysts "give US some time"