JCPenney (NYSE: JCP), whose colleagues at the mall include Gap (NYSE: GPS), Abercrombie & Fitch (NYSE: ANF), and Kohl's (NYSE: KSS), brought out its Q1 earnings report from the backroom on Friday. I can't call the numbers great by any stretch of the imagination. But the stock is up slightly as I write this, so I guess the market didn't have a hard time with them.

Net sales declined a little under 6%. Net income came in at $0.11 per share. This represented an enormous drop compared to last year's performance of $0.54 per share. There was, however, a tax/pension issue going on that amounted to $0.32 per share. Still, according to this source, JCPenney beat expectations by a penny. Another source I checked said that the retailer met expectations. Either way, I think you can qualify the quarter as basically in-line.

Abercrombie & Fitch (NYSE: ANF) was not hot at all in the first quarter. It's funny. You hear about the recession coming to an end this year, about things getting better, and then you check out some retail stats and you begin to wonder.

Anyway, Abercrombie, which shares space at the mall with names like J.C. Penney (NYSE: JCP), American Eagle Outfitters (NYSE: AEO), Gap (NYSE: GPS), and Aeropostale (NYSE: ARO), saw its top line decline by 24%. Same-store sales for the company's entire operations dropped 30%. Same-store sales at the Abercrombie & Fitch brand itself plunged 26%. Earnings per share took a dive of more than 50% to $0.31. It should be noted, however, that there is a pending non-cash charge that will be added to these results at a later time.

Analyst upgrades:

• JP Morgan upgraded J.C. Penney (NYSE: JCP) to Neutral from Underweight based on lower input costs, stabilization in home, lower markdown dollars, and valuation.
• Oppenheimer upgraded Novellus (NASDAQ: NVLS) to Perform from Underperform as it believes Novellus' market share has stabilized and that the company is a potential acquisition target. The firm raised its price target to $20 from $9.
• Bernstein upgraded ConAgra (NYSE: CAG) to Market Perform from Underperform citing strength in grains and moderating input costs.
• ConocoPhillips (NYSE: COP) was raised to Buy from Neutral at Goldman.
• China Housing (NASDAQ: CHLN) was upgraded to Buy from Hold at Roth Capital.

DSW (NYSE: DSW) issued a pretty short press release detailing its Q4 earnings on Wednesday. Can't blame management about that. There really wasn't much to say, other than the data did not look appealing.

The footwear business reported a loss of 17 cents per share. In the previous year's Q4, there was a profit of 2 cents per share (I'm sure DSW is looking on that time period with bitter nostalgia). Unfortunately, the market was looking for a loss of only 12 cents per share according to this.

J.C. Penney (NYSE: JCP) closed at $31.37 Friday. JCP is scheduled to report September sales data on October 8. JCP October option implied volatility of 83 is above its 26-week average of 54 according to Track Data, suggesting larger price movement.

Kohl's (NYSE: KSS) closed at $41.47 Friday. KSS is expected to report September sales data on October 8. KSS over all option implied volatility of 65 is above its 26-week average of 48 according to Track Data, suggesting larger price movement.

Dillard (NYSE: DDS) closed at $11.06 Friday. DDS is expected to report September sales data on October 8. DDS overall option implied volatility of 108 is above its 26-week average of 73 according to Track Data, indicating larger price movement.

Option Update is provided by Stock Specialist Paul Foster of theflyonthewall.com

Kohl's (NYSE: KSS) closed at $51.04 Tuesday. KSS overall option implied volatility of 46 is near its 26-week average according to Track Data, suggesting non-directional price movement.

Dillard (NYSE: DDS) closed at $13.05 Tuesday. DDS September option implied volatility of 80 is above its 26-week average of 65, indicating larger price movement.

Macy's (NYSE: M) closed at $21.62 Tuesday. M overall option implied volatility of 55 is near its 26-week average according to Track Data, suggesting non-directional price movement.

J.C. Penney (NYSE: JCP) closed at $40.63 Tuesday. JCP comparable store sales decreased 4.9% for the four-week period ended August 30, 2008, in-line with company guidance. JCP September option implied volatility of 50 is near its 26-week average, suggesting non-directional price movement.

Option Update is provided by Stock Specialist Paul Foster of theflyonthewall.com

Like most retailers, J.C. Penney (NYSE: JCP) is struggling. Its stock is more than 50% off its 52-week high and the company recently announced it intends to slow its expansion plans.

On Monday, the company announced the launch of Dorm Life, a "comprehensive modern lifestyle brand for today's design-savvy young adults." As the incredibly uncreative name would suggest, the collection is aimed at college students looking to furnish dorm rooms. Sample prices include "$3.99 for a bath towel, $24.99 for window panels and $29.99 for a table lamp to $39.99 for a comforter, $59.99 for an ottoman and $149.99 for over-the-bed storage."

J.C. Penney is not going to succeed or fail based on a line of student-oriented furniture -- it's far too big of a company -- but it's hard to see how this brand will work. The prices are substantially higher than similar offerings from Target (NYSE: TGT), and I think that Target probably has stronger brand equity among college students than J.C. Penney. The name seems wrong too -- the average J.C. Penney shopper is neither young nor hip (from what I've seen in the stores), but that's who it needs to attract with this line, and this whole idea seems to lack spunk -- even the website is putting me to sleep.

If this is how J.C. Penney plans to catch on with younger shoppers, I'm not impressed.

I know that what you probably wanted to hear most is that the economy's slowdown is at an end so that some of your beaten-down stocks could enjoy a nice recovery. When the stock markets started declining towards the end of last year, SmartMoney tells us that analysts began to place bets on when we might see stocks rebound. Back then, many fund managers had expected a rally in the second half of 2008.

The Federal Reserve's decision to slash interest rates several times certainly gave a temporary boost to stocks -- not enough for a long-term rally, though. Daily concerns such as the deep housing slump and the rising inflation today give the impression that a second-half comeback is but a dream; it that would be quite hard to accomplish.

While analysts on Wall Street mostly believe a long-term rally is not too realistic now, they believe a moderate boost, stemming from the Fed's rate cuts and the $117 billion in tax rebates going into banks' accounts, is likely. On the other hand, looking at corporate profits, Citigroup analysts believe that predictions related to stocks' earnings figures are too high when taking the challenging market conditions into account.

Penney (J.C.) (NYSE: JCP) is a little timid right now in the face of the recession. According to this AP piece, CEO Mike Ullman, speaking at an analysts' meeting, is reducing the number of new locations he plans to debut this year -- look for 36 instead of 50. The CEO said that he doesn't like the unpredictability that currently exists in the macroeconomic world.

He's right to be careful. Consumer confidence might head lower from here. And considering that J.C. Penney reported terrible comps for March -- the retailer saw a decline of 12.3% -- now is probably not the time to be in expansion mode. Instead, management needs to figure out how best to connect with the mall traffic. This will necessitate new marketing campaigns that aggressively promote the brand and the shopping experience, and differentiate the chain from competitors such as Sears (NASDAQ: SHLD) and Macy's (NYSE: M). Retailers, in my opinion, often underestimate the value of investing in creative campaigns that focus more on the experience a consumer receives when he or she is in the store rather than the perceived value that a consumer has regarding the inventory portfolio.

In terms of investment potential, J.C. Penney is not a retail company that I'm seriously looking at right now. I'll wait to hear more financial updates from management; it isn't expensive at the moment, and it is certainly eons away from its 52-week high, but I just don't have a good feel for its growth potential yet. Interestingly enough, I wrote about American Eagle Outfitters (NYSE: AEO) the other day, another cheap retail stock; both J.C. Penney and American Eagle Outfitters might be considered similar stories in terms of valuation, but for me, I find American Eagle to be the more attractive candidate from a brand viewpoint and in terms of bouncing back big when the economy improves (that's my current outlook, at least). We'll have to wait and see how this mall story evolves.

Disclosure: I don't own shares in any of the companies mentioned; positions can change at any time.

After showing optimism last month over its further earnings, department store operator J.C. Penney Inc. (NYSE: JCP) turned this morning to the pessimistic side and warned it expects first-quarter earnings below its previous predictions due to weak consumer demand.

The company now expects earnings of about 50 cents per share in the first-quarter, down from its prior forecast for profit in a range of 75 cents and 80 cents per share. This is well below analysts' expectations of earnings of 75 cents per share in the quarter, according to Thomson Financial.

J.C. Penney blamed challenging market conditions that put a curb on consumer spending. The slumping U.S. housing market, credit crisis and soaring oil prices put pressure on consumer confidence, resulting in low revenue numbers. During the Easter holiday, the retailer counted lower-than-expected sales.

J.C. Penney (NYSE: JCP) is recently trading at $35.34 in pre-open trading, below its close of $40.52.

JCP revised Q1 sales and earning outlook lower.

Myron Ullman, JCP Chairman and CEO, says: "Consumer confidence is at a multi-year low."

JCP April option implied volatility of 54 is above its 26-week average of 49 according to Track Data, suggesting larger price movement.

Option Update is provided by Stock Specialist Paul Foster of theflyonthewall.com

Shares of department store retailer Sears Holdings Corp. (NASDAQ: SHLD) have moved higher this morning, despite the fact that the company posted a 47.5% decline in fourth-quarter profit, hurt by increased markdowns and weak sales of its products.

The retailer announced that its quarterly profit dropped to $426 million, or $3.17 a share on declining margins as sales at its Kmart and Sears stores slipped due to the weak U.S. economy and increased competition. These numbers are down from $811 million, or $5.27 per share reported in the same period a year ago.

Included in the company's earnings numbers was a one-time gain related to the sale of some assets. Excluding that, Sears earnings numbers would have come at $3.04 per share. Analyst estimates (which typically exclude one time items) was for $3.10 per share in the quarter.

The market is looking to extend yesterday's rally, and shares of department store retailer J.C. Penney Inc. (NYSE: JCP) are also moving higher. Today's price move comes in reaction to estimate beating numbers, despite posting a decline in fourth-quarter.

For the quarter, the retailer said that its profit slipped 10% to $430 million, but the decline was smaller than expected as the company's costs control offset lower sales from the weak consumer spending environment. J.C. Penney posted quarterly earnings of $1.93 per share, topping analysts' predictions for earnings of $1.77 per share. These numbers were down from $477 million, or $2.09 per share reported in the same period a year ago, but in the current market environment is being viewed as a victory by Wall Street.

The company did post a decline its fourth-quarter revenue which slipped 4% to $6.39 billion, down from $6.66 billion a year earlier. The drop in revenue came as the retailer had to face a weal consumer environment brought by the U.S. housing market slowdown, higher food and fuel prices.

TheStreet.com's Jim Cramer explains what could force the Fed to cut rates again.

The housing index just can't rally for a minute. The thing's amazing. The stress of the system is so clearly manifested by this that I have to wonder if the Fed wants this index lower.

The fact that the Fed's speakers never mention things like this index and the homebuilders makes me wonder if this group is actually what the Fed wants to put out of business. I wonder if the Fed thinks that Pulte (NYSE: PHM) (Cramer's Take) and Horton (NYSE: DHI) (Cramer's Take) and Lennar (NYSE: LEN) (Cramer's Take) and Standard Pacific (NYSE: SPF) (Cramer's Take) and Centex (NYSE: CTX) (Cramer's Take) need to go bankrupt before the Fed can ease any more.

Many of these firms lent money recklessly. Are the Fed heads thinking these companies need to pay like the New Centurys and the NovaStars (NYSE: NFI) (Cramer's Take) did? (Are the feds, by the way, thinking that this GMAC company has to go because that was a huge provider of crummy mortgages?)

Not so fast, you folks crying bear! In the latest edition of StockWatch: Between The Bells, BloggingStocks' own Georges Yared says this is still a bull market, although it's undergone significant correction. The chief investment strategist of Yared Investment Research says this is a market of much opportunity.