Summary

What and why would the consumer recognize the eagle label? How does American Living price points incorporate into their concept? Who would be their competitors with this new line of clothing?

Analysis

 My hat is off to JC Penney for at least upgrading their line of clothing and adding nice ( White ) fixtures to display the merchandise.

However; I believe the "Eagle " logo reminds to much of American Eagles', and I am wondering why they used that particular logo.  I think it is a bad move.

Also, the price points of this line of clothing are reasonable with some items, but way over priced on others.  I anticipate a lot of company unexpected markdowns midway and especially at the end of shopping seasons.

This kind of reminds me of Sear's "Lands End", which to me is over priced merchandise in a retailer that falters to identify itself as a soft line consumer attraction.

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