Martha Stewart customers are typically white, college educated, and affluent. Martha products are very tastefull and priced at upper price points for their category. JCP does NOT have that Martha customer base and thus does not need Martha and NEITHER does Martha need JCP.
The wealthy homes of America have domestic staff who are most often Hispanic and have no problem shopping at Kmart. So, when a need is for a coming party, the idea of using Martha products for the table setting or for enhancements of foods, the go to source is to send the Hispanic domestic help to K mart after the hostess has researched options on the internet.
and so, some 5 weeks later, the pattern of customers with a pursuit of taste and trend continues to show a total disregard of JCP's appeal. The media placement for upscale products such as REAL SIMPLE, The New York Times, Food Network, Garden & Gun magazine, and the Wall Street Journal just isn't there for JCP. So JCP never even tried it. You don't reach affluent customers by running ads on ABC, Dancing with the stars or Glee.
JCP would have had affluent customers if Ron Johnson's plan worked.
The lesson learned from the Johnson/Ackman/Stewart/Degeneres disaster is that there is no amount of washing that will remove the cheapness from the JCP brand. Stick to your knitting and JCP can earn some money from the coupon crowd.