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Fab Flash: Ralph Lauren Launches American Living

Ralph Lauren and JC Penney have teamed up to launch American Living, an extensive new line of clothing. This marks the first time Ralph Lauren has created a brand for another retailer without using the Ralph Lauren name or some indication of the name like Polo or RLX.

American Living evokes the upscale American lifestyle that the Ralph Lauren brand is best known for — tailored navy blazers ($150), madras plaid skirts ($70), cable-knit sweaters ($60) — and is now available at 600 JC Penney stores and AmericanLiving.com.

Although the prices are 15 percent higher than other labels sold in JC Penney, Michael Boylson, chief marketing officer, counters that "with American Living you can have great style, great quality, at an affordable price." Are you convinced?

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RandolphN RandolphN 5 years
Wow! All the Hate-Preppy comments! Why so mean, girls? What's all the insecurity about? Don't worry, all your tattoos and belly shirts and nasty jeans will look awesomely old-fashioned in about 3 years.And, unlike prepwear, THEY WILL NEVER COME BACK!!!
RandolphN RandolphN 5 years
Wow! All the Hate-Preppy comments! Why so mean, girls? What's all the insecurity about? Don't worry, all your tattoos and belly shirts and nasty jeans will look awesomely old-fashioned in about 3 years. And, unlike prepwear, THEY WILL NEVER COME BACK!!!
sing2day sing2day 8 years
I just purchased a great classic trench coat, but all of there other items were still too preppy and old for me. They are also selling home furnishings. Everything at penny's is always on sale.
sarah-anne sarah-anne 8 years
Hmm, prices are already marked down. Interesting to see where this goes...
freegracefrom freegracefrom 8 years
I like it! There's a really cute madras skirt on there I already want. I do think the price being higher than the rest might be a hindrance to them though.
ranksubjugation ranksubjugation 8 years
Penny's is gross... I wouldn't put myself through the misery of shopping there to NOT save money on a brand that is NOT RL!!
pequeña pequeña 8 years
I like Ralph Lauren but this is way too preppy.
cleegiants cleegiants 8 years
reminds me of vera wang's line for kohl's in terms of the price. while i would love to have something 'vera wang' or 'ralph lauren', i want to pay the price of normal kohl's/penny's prices. i think that ralph lauren would have a better time marketing this just through separate website and not linked w/ penny's. i guess the plus is in partnering with penny's is the presence they have, but let's face it - people who shop at penny's aren't looking to spend 15% more.
berrymix berrymix 8 years
Too preppy.
berrymix berrymix 8 years
Too preppy.
sophia_HL sophia_HL 8 years
I can't stand department stores... all those hangers and junky clothes make me want to kill myself.... so that is a no.
aimeeb aimeeb 8 years
No prep for this girl...
aimeeb aimeeb 8 years
No prep for this girl...
schlorgan schlorgan 8 years
Yuck, it looks like they're trying to get a part of the market that J.Crew has under its thumb.
sing2day sing2day 8 years
I wasn't too thrilled with the quality of the products, not mention that the style is pretty preppy and a little old looking. they did have some great summer dresses out though.
sing2day sing2day 8 years
I wasn't too thrilled with the quality of the products, not mention that the style is pretty preppy and a little old looking. they did have some great summer dresses out though.
rc630 rc630 8 years
That seems like the normal price range of the LAUREN line, why would they bother doing that? It doesn't help the brand at all
ccsugar ccsugar 8 years
I wonder if the typical JCPenny shopper would pay this much?
ooashybabeoo ooashybabeoo 8 years
Wow, that's amazing! Now I have a reason to go to JCPennys, ha.
emalove emalove 8 years
It doesn't sound like anything I'd be too interested in...a little too preppy for me.
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