Launch of American Living

American Living is a brand launched by Ralph Lauren at the JC Penny's stores. It is the first big expected success of the global concepts group at Ralph Lauren. Some interesting observations about the brand are- No where the consumer gets to know that the brand is associated with Ralph Lauren. However, the brand still seems to have the classic RL touch.

As RL has always done, built a lifestyle positioning, built the brand / products around it and then continuously reinforce the positioning - through images, advertisements, events and provide a complete integrated look.

The American Living brand does not have any visible association with the brand, however, the industry guru's would be able to identify the style and the execution as a classic RL style.

Strong Image, Consistency and Constancy while not letting it become stale seem to be the mantra. And you, can extent into multiple segments and categories.