Donna Jones, 46, of Mikado, Mich., calls herself "frumpy and proud." Until a few months ago, the technical writer and mother of three found clothes she liked at J.C. Penney stores. But since new CEO Ron Johnson took over the company in November and began dolling it up, Jones has avoided her local store at the Alpena, Mich., mall. "He’s working hard to 'de-frump' the store without considering that many if not most of its customers might have shopped there precisely because they like the more conservative frumpy look," said Jones about Johnson.