JC Penney And Ralph Lauren Take Chance With "American Living"
Last night, JC Penney unveiled its largest brand launch in
company hipster--which also happens to be Ralph Lauren's biggest
bet. Dubbed "American Living," the clothing and homegoods line
is centered around the same-preppy aesthetic that Ralph Lauren
has mastered but the price points are far from the high-end
ticket prices that usually accompanies any RL project.
Ironically, the ticket price for the clothing itself is high-end
for JC Penney customers who aren't used to forking over $60 for
a roll-sleeve linen shirt or $100 for a cotton dress. I spoke
with CEO Mike Ullman of JC Penney at the launch party Tuesday
night, and he said that the price point is aspirational but also
accessible for its key customers.  Many of the retail investors
with whom I spoke seemed to react well to the clothing line
itself. The sensibilities are very J.Crew , Tommy Hilfiger,
Ralph Lauren, young and preppy but still fashionable and
flattering. The bed linens are somet