JCP: Trading close to 3 year low - still expect further downside

• Declining sales, earnings and customer traffic could easily trigger short-term share price downside as the strategic transformation of JCP continues to disappoint customers and investors.
• Poor sales in the important holiday season could pressure the stock under its 3-year low. 
• A significant short interest, continuous earnings expectations downgrades and poorer analyst ratings show the short-term risk in the stock.

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