Abstract:

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. First launched in the United States in 1996 the Polo Jeans Company was introduced to the Canadian market at the beginning of the fall 1997 season. Our case study shows how subtle cultural differences between the United States and Canada affected the Canadian licensee’s choice of advertising materials used to launch the brand; it also exposes readers to the relationship between brand image and fashion choices among young people.