February 11, 2008
American Living Brand Naming Brings Ralph Lauren to The Rest of Us
Ralph Lauren's American Living will be launched at J.C. Penney’s today.
Launching interesting, unique in-house brand names is part of J.C. Penney’s strategy to gather a larger and more upscale customer and it seems to be working.
Some may think Lauren is slumming by going to J.C. Penney’s, but ultimately the strategy will work not least because it emulates what Martha Stewart and other big name brands have done, using high-end brands to elevate the J.C. Penney brand.
Lauren seems incapable of putting a wrong foot forward since the Ralph Lauren look is something that has permeated American culture.
This is clever, under the radar product naming. The internet has been full of the news that Lauren is behind this move, and the American Living products are Ralph Lauren in everything but name.
For those of us who want the look of Ralph Lauren without the price tag will probably head to J.C. Penney’s this week searching for a deal.
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Tracked on July 30, 2009 11:34 AM