Blog: American Living launch
Leonie Barrie | 22 February 2008
Polo Ralph Lauren Corp’s eagerly awaited American Living brand was unveiled at JCPenney this week. But despite the hype, the jury seems to be out on whether it’s a savvy move on the part of the upscale clothing company, or a mistake that could well do irreparable damage to its high-end image.
The American Living brand marks the first time that Polo Ralph Lauren has created a brand exclusively for a store other than its own. And, perhaps tellingly, the link between the two is nowhere to be seen. The line has been created by Global Brand Concepts, a unit within Polo Ralph Lauren, and is heavily branded with its own American flag and eagle motif.
Roger Farah, president of Polo Ralph Lauren, said the new direction helps “diversify our business by reaching customers and new channels of distribution.”
But is now the right time to launch a higher-ticket item to a mass market audience? JCPenney seems to think so, and analysts expect American Living to be a billion-dollar business in the next few years, accounting for 5% of the department store chain's annual sales.
The new line will also be about 15% more expensive than Penney's current private-label merchandise, but the retailer has already proved it can sell upscale, exclusive labels with designers like Nicole Miller and European cosmetics via the Sephora shops inside its stores.
And indeed, perhaps there’s no better time to come out with exciting new merchandise that at the start of an economic slowdown. Only time will tell.
Over the past month, Donald Trump and his team failed to offer any clear plan to ensure Americans would "Buy American, Hire American" - while the British government's attempts to clarify the specifics...
The Bangladesh government was forced to respond late last week to pressure over its crackdown on labour activists after a number of global brands and retailers, including H&M and Inditex announced pla...
Fresh from their disappointment at seeing the Trans-Pacific Partnership (TPP) free trade deal abandoned last month with an executive order by President Donald Trump, the US apparel and footwear sector...
With the ultimate aim of ensuring all the cotton in its products is sourced sustainably, value clothing retailer Primark is adamant that having a business model focused on offering the lowest prices o...
- Unlocks for the future fashion sourcing landscape
- EU eyes mandatory due diligence for apparel supply
- Digitalisation and data to disrupt supply chains
- Where next for Corporate Human Rights Benchmark?
- What TTIP might mean for US, EU textiles & apparel
- Li & Fung forms supply chain partnership with PVH
- US Q4 in brief – Finish Line, Oxford Industries
- Sears has "substantial doubt" of future
- Levi Strauss and ILO probe Cambodia factory death
- Adidas mulls roll-out of in-store customisation
- Central and East Europe Report Package
- Central America strategic sourcing review - a focus on Guatemala, El Salvador and Honduras
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- When Things Go Wrong - A Practical Guide to Managing Common Problems in Apparel Sourcing
- REPORT BUNDLE: Africa-Med, Southeast Asia and Central America strategic sourcing pack