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...