Coors Dynasty of Colorado

As the JCPenney Co.'s merchandise publicity director in the Los Angeles area, I am writing to take exception to a reference to our company in your newspaper.

In the Sept. 18 front-page feature article about the Coors family, Stumbo refers to the Coors men as "almost always dressed in the sort of plain, open-collared shirts and cheap chino pants that might have come from JCPenney."

The JCPenney Co. is proud of serving legions of loyal customers who expect value and a reasonable pricing policy from us. And we are working very hard currently to make all consumers aware that we're looking more like a department store and less like a mass-merchandising retailer every day.

RITA MINCAVAGE

Buena Park

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