J.C. Penney Co. Inc.’s $163 million first-quarter loss might have signaled a rockier path forward for the chain than some anticipated, but chief executive officer Ron Johnson’s turnaround plan continues to drive the retail conversation.

“People say that J.C. Penney has stolen our mojo because their ads look like ours,” said John Mulligan, executive vice president and chief financial officer of Target Corp., at the Citi 2012 Global Consumer Conference. “I think there are a couple of commercials and circulars that look like our brand, [but] that’s not stealing our brand.…There’s the misperception that it’s getting away from us and that’s not true at all.”

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