JCPenney to launch exclusive Polo Ralph Lauren line

1.  Over the years, Penney has developed  a solid core of proprietary product in ladies' apparel (e.g., Worthington, St. John's Bay), men's (Stafford, SJB), and kids. 2. These steady, middle-of-the-road private labels very much defined JCP in good years and bad. They are reinforced by moderate brands such as Sag Harbor, Alfred Dunner, Designers Originals, Dockers, Levi's,...

1. J.C. Penney's recent decision to build Polo Ralph Lauren's American Living into a storewide brand is not unexpected based on the success competitor Kohl's has achieved with the Chaps brand in men's, misses, and kids. 2. Don't kid yourself--Penney's and Kohl's watch each other like hawks.3. However, Penney's may face a  bigger challenge getting the line off the...

1. Perhaps Macy’s (Federated Department Stores) tie up with Martha Stewart prompted J. C. Penny management move forward with the development of American Living as its competitive play against Terry Lungren’ flanking move.2. One thing is for certain though; competition for the more affluent, middle market customer is growing more intense.3. However, it is problematic whether Polo Ralph Lauren's Global...

Polo's approach to building its own brand business for Penney's is unique and will bring early profits vs. the normal 2-3 yrs to see rewards. By having the commitment to the brand, both space and OTB dollars further confirms Penney's will in fact market the brand both in advertising and at point of sale. Polo will further benefit by teaming up with a retailer in the product development process,...

-With the launch of the “American Living” Brand, the first created by Ralph Lauren’s Global Brand Concepts Group (GBC), Penny’s (JCP) is entering into the aspirational lifestyle merchandise world. This will certainly be successful as it is GBC’s first major initiative and they are going to ensure its success. -The American Living concept will permeate throughout the store luring the traditional/classic...