JEAN COMPANY HEADS NORTH
By Adnews Staff
U.S.-based Ralph Lauren Polo Jeans Co. brought its clothing line to the Canadian market last week. The clothes will be sold at over 600 stores across Canada including Eaton's and The Bay. They will be promoted using outdoor ads and some print created by Ralph Lauren's U.S. agency. The Brainstorm Group and Media Buying Services, both of Toronto, will do the Canadian media buy. Brainstorm is also doing event management. Supermodel and Polo's spokesmodel, Tyson Beckford, will promote the jean company at several Toronto events later this month. The woman's line of Ralph Lauren's Polo Jeans Co. features denim jackets with 16,000 chenile flag embroidery, 16-dip denim skirts, jeans, overalls and body-sculpting T-shirts. The men's collection revolves around basic denim cuts and T-shirts. The company also sells casual pants, knitwear, woven shirts, sweaters, outerwear and accessories. Ralph Lauren Jeans Co. has been in the U.S. since 1996.