JC Penney American Living

Written by Morgan Jensen | Wednesday, March 12, 2008 |

In an attempt to increase sales, American department store JC Penney has introduced its largest ever brand launch.

Polo Ralph Lauren Corp brand American Living, which covers 40 categories including men’s, women’s and children’s clothing, shoes, lingerie and home furnishings, has been launched across 600 department stores.
The brand advertises itself as “a new tradition in American Style” and features mainly classic, clean and simple pieces for the office and casual wear with a distinct American feel.

JC Penney chairman and chief executive Myron Ullman III has said “American Living truly differentiates JC Penney” and hopes that the inclusion will “provide exciting, stylish merchandise at smart prices that will resonate well with customers”.

With their sales decreasing by 4.1%, the store is looking for a fresh way to stand out from the crowd, and with American Living they are hoping to achieve this.

The store, who chose to air their commercials during Oscars night to support their launch, also have the brand available to buy online.

www.jcpenney.com/

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