An all-American man: Ralph, Penney's link to create a new brand.

Polo Ralph Lauren Corp. has the first big customer for its new Global Brand Concepts division: J.C. Penney.The retail chain today will unveil the exclusive American Living lifestyle brand, which, come spring 2008, is expected to become the biggest launch in the moderate department store’s history. The brand — which will be completely created by the Polo operation — will comprise women’s, men’s and children’s wear, as well as accessories, intimate apparel and home goods, and be merchandised across those departments at Penney’s.American Living is the first major deal for Global Brand Concepts, which Polo Ralph Lauren formed earlier this month to develop lifestyle brands in exclusive partnerships with department and specialty stores without any brand reference to Ralph Lauren or his luxury empire. Global Brand Concepts will develop American Living from soup to nuts, including its design, production, marketing and advertising.

I think this is a really great thing because it is going to be an exclusive partnerships with department and specialty stores without any brand reference to Ralph Lauren or his luxury empire.

Fama Sow