american living.

i was going to wait to post my RL project until i fixed some formatting issues, but now i cant wait. as expected, polo ralph lauren has just launched their new concept line at jc penney. it is called American Living.

150 sources and 4 months later, i was completely enthralled by the subject.

here is an excerpt from my project to give you a feel for the subject:

In recent years, the women’s clothing industry has been driven by demand for quality at department store prices. While some luxury retailers are being squeezed by this phenomenon, Polo Ralph Lauren has adeptly adjusted its approach, to take advantage of this frenzy by— among other things —increasing its wholesale efforts in department stores. Polo has made this increase possible through effective marketing and fervent brand management. The corporation is constantly considering new licensing deals and attacking current ones. Silencing the naysayers, market research has shown that Polo Ralph Lauren has proven capable of this balancing act. Expanding within many different branches of the fashion industry simultaneously is a strength of the corporation. As long as the company continues to build its brand image, and get involved where it counts, we believe it will continue to grow and develop as one of the most powerful fashion corporations in the world.

you can download and read my whole project here.

ignore all of the formatting problems for now. i will have a clean version soon.

and here is an article from WWD on the new line.

and here is the actual JC Penney American Living website.

my thoughts? the welcome site is very polo. the main website is dry. the tv ad? brilliant.