JCP: American Living Goes Live

American Living, the JCPenney storewide merchandise launch created by Polo Ralph Lauren's Global Brand Concepts was given a high powered media send-off last week prior to its consumer launch, set to begin with commercials on the Oscar presentations Feb. 24.

A walk-through of the Paramus, N.J. store that is one of three with a shop-in-shop approach revealed JCP unifying the women's, men's and bedding/bedding accessories collections. Other home merchandise — bath, bath rugs, sheets, soft window coverings and window hardware — were featured within their respective departments.

In the week prior to the official launch, prices were featured at sale levels with the 700 count Supima cotton sheet set at $119.99 for the queen, regular $180; the 450 count Supima cotton queen sheet set was $89.99, regular $130. The full set was $69.99, regular $110.

The company's Masterpiece 400 count queen cotton sheet set was on sale at $49.99, regular $120; the full set was $44.99 on sale, regular $100.

The American Living nylon rug was $24.99 on sale from $38, while the cotton rug was $19.99 on sale from $29. The bath towels were $13.99, regular $20.

In American Living window, the Canyon sheer was $29.99 for the 84-inch panel, regular $45, while the Canyon Suede drapery was $54.99, regular $80.

Bedding was $229.99 for a queen comforter set, regular $335 for most of the collection, while Lilac Pink was $269.99 for the queen set, regular $390.

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