Mary-Kate and Ashley Olsen Debut Olsenboye
My favorite set of twins, Mary-Kate and Ashley Olsen, are expanding and reaching out to a more down-market clientele with their new juniors’ line, Olsenboye, for J.C. Penney.
The mogul sisters, who last week became members of the prestigious Council of Fashion Designers of America, have signed a deal with J.C. Penney Co. Inc. to launch Olsenboye which will be exclusive to the chain.
WWD reports the new collection will be in 600 Penney’s stores from 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 Spring 2010, there will be broadcast spots, magazine print ads and direct-mail pieces. There also will be an interactive digital campaign on J.C. Penney’s website plus Penney’s teen Facebook page and Twitter.
Olsenboye is the Olsens’ ancestral name. The line will be 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.