Polo Jeans Company: challenges faced in launching a new Polo Ralph Lauren brand in Canada

The Polo Jeans Company is a new division of Polo Ralph Lauren with a line-up of jeans and casual wear designed to attract the youth market.

Polo Jeans Company. Challenges faced in launching a new polo Ralph Lauren brand in Canada

Melinda Head and Bndicte CohenHead Research, CanadaStanley Marcovici, Polo Jeans Company, Canada

INTRODUCTION

In 1996 the Polo Jeans Company was launched in the United States. This line-up of jeans and casual wear was designed to attract the youth market and to introduce the Polo Ralph Lauren world of fashion to a wider market.

Building on its success in the United States, the company naturally thought that it could use the same marketing strategy to introduce the brand in Canada. Modes...

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