By April MacIntyre Oct 26, 2009, 16:21 GMT
Fashion entrepreneurs Mary-Kate and Ashley Olsen are expanding and now reaching to a more down-market clientele with their juniors' line, Olsenboye, for JC Penney.
US actresses Mary-Kate (R) and Ashley Olsen (L) The mogul sisters, entertainers and marketers almost since their infancy who last week became members of the Council of Fashion Designers of America, have signed a deal with J.C. Penney Co. Inc. to launch Olsenboye, a junior brand that will be exclusive to the chain. EPA/ANDREW GOMBERT
The mogul sisters, entertainers and marketers almost since their infancy who last week became members of the Council of Fashion Designers of America, have signed a deal with J.C. Penney Co. Inc. to launch Olsenboye, a junior brand that will be exclusive to the chain.
WWD reports that this new collection will be in 600 Penney’s stores in February.
The company will employ viral marketing and heavy online advertising to drum up interest in the line of clothes.
First an Olsenboye truck will appear in New York selling merchandise and giving out cupcakes, balloons and pins, and empty racks in 50 high-profile stores will be covered in Olsenboye shrouds.
For the full launch in the spring, there will be broadcast spots, magazine print ads and direct-mail pieces. There also will be an interactive digital campaign on jcp.com, Penney’s teen Facebook page and Twitter.
Olsenboye, which is the Olsens’ ancestral name, will fall into Penney’s good and better price tiers according to WWD.
Olsenboye is a casual sportswear and accessories collection that includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. The line will retail from $20 to $50 and is being designed to be mixed to create different looks. The brand also will periodically flow in travel-inspired mini collections, each reflecting the looks and trends of different cities.
The sizes range from sizes 0 to 15.
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