Mar
13th

Ralph Lauren and JC Penney create a new brand.

Posted by Dean Whitney

American Living Brand

I just can’t stop thinking about American Living.

So Ralph Lauren and JCPenney partnered to create a new brand called American Living. As the web site states, the brand is exclusive to JCPenney and jcp.com (btw, they own jcpenney.com as well, and it redirects to jcp.com, but that is a discussion for another day). What I can’t help thinking about is the brand look and feel. It is very aspirational, which I love, but does it have meaning for this retail audience? The imagery is evocative of the Hampton-set, but targeting individuals more comfortable with Hampton Inn.

I like the move, but will it resonate?

CNN’s take on the new brand:

http://money.cnn.com/2007/08/29/magazines/fortune/Its_Ralphs_World.fortune/index.htm

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Comments

  1. Chris Michaud (March 17th, 2008 at 10:20 am)

    I like the idea of what JCPenny is trying to do, but I think the brand execution is incredibly heavily handed. It feels like Americana on steriods. I mean, a big eagle flying with the American flag?! Really, is this what we stand for? Is this aspirational?
    .

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