New York City -- Ron Johnson, CEO of J.C. Penney, unveiled his ambitious vision for the chain’s future on Wednesday. The chain is looking to transform itself with a three-pronged pricing structure, far less promotional clutter, and a revamped layout whereby the entire store will be merchandised into a series of 80 to 100 in-store brand shops. J.C. Penney’s entire fleet will be updated by 2015.