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In January, Polo Ralph Lauren Corporation formed a new group called Global Brand Concepts (GBC), commissioned with developing new brands for specialty and department stores. A month later, they have announced a new deal with JCPenney to launch a new Ralph Lauren brand called American Living. The exclusive line will consist of clothing for women, men and kids, intimate apparel, accessories and housewares. American Living is set to launch Spring of 2008.

Everyone at JCPenney seems pumped about the deal, including Myron E. Ullman, III, chairman and CEO, who said “American Living will be an exciting new lifestyle brand for JCPenney, offering America’s families inspiring style and great quality at smart prices.” They did their homework, too. Ullman also said, “Our customer research clearly tells us that substantial opportunity exists within the traditional and classic lifestyle category. Bringing brands like American Living into our merchandise assortment is a key part of JCPenney’s strategy to accelerate our growth, and we are looking forward to introducing it to our customers.”

Ralph Lauren said, “There’s a strong need in the marketplace for individuality to drive traffic into stores. We will meet that need by partnering throughout the process on quality design, operations, marketing, merchandising, and advertising.”

All sounds great, right?

Here’s my take on the deal.

To start with, “American Living” sounds like a lifestyle publication for seniors. There is no life to it, no excitement, no punch. It also seems a bit condescending. I don’t need Ralph Lauren to tell me what “American Living” is.

The bad brand name notwithstanding, for JCPenney, this probably makes sense. They are a middle of the road department store, and they are looking for a way to keep up with the competition. Kohl’s, one of their main rivals, already sells a Ralph Lauren line, Chaps.

For Polo Ralph Lauren, I see this as further weakening their overall image. If you can buy Ralph Lauren at Kohl’s and JCPenney, the name has a heck of a lot less caché. They have a ton of brand names already, including “Polo by Ralph Lauren�?, “Ralph Lauren Purple Label�?, “Ralph Lauren�?, “Black Label�?, “Blue Label�?, “Lauren by Ralph Lauren�?, “Polo Jeans Co.�?, “RRL�?, “RLX�?, “Rugby�?, “RL Childrenswear�?, “Chaps�?, and “Club Monaco.”

Will I buy American Living products? Possibly. But not because the products are connected with the Ralph Lauren name. I buy products that are unique, fit my lifestyle, and are priced right. If American Living lives up to those standards then I will consider it.

Gosh, I do wish they had asked me about the name.

Ralph Lauren, JCPenney, Polo, Kohl’s, American Living