JC Penney American Living

JC Penney is on to big and bright things with the launch of a few new lines. The biggest launch has to be American Living. Now, if this merchandise looks a lot like Polo…that’s because Polo is behind the brand as part of their strategic maneuverings to anchor a brand in the mid tier market. JC Penney, for their part, has been looking to snag a big name brand for almost 3 years now and American Living is the big time for them. The brand’s core values are right in line with the pro-American stance that JC Penney has always stood behind. It is not risky or European (like Nik-it was trying to be) nor is it too mass or too high end to be a risk (Like maybe Vera Wang at Kohl’s might turn out to be). While the price points are certainly higher than we are used to at JCP, the merchandising strategy is proving to be brilliant. The original Polo bonanza dates back to the 80’s. That’s when everyone owned a Polo RL shirt and a pair of authentic Polo oxfords and at least one Polo flavored room in their house. Calling back this style makes perfect sense since we are immersed in a perpetual 80’s flashback right now. Furthermore, many shoppers will be looking for something classic and of higher quality thanks to a souring economy and a desire to steer clear of wasteful trash fashion.

The collection includes apparel for the family as well as accessories and housewares. Each department has an American Living fixture and in some stores there is an American Living department (shop within a shop) as well. Take a look at the entire collection: