Olsenboye by Mary-Kate and Ashley Olsen for J.C. Penney

[Thefrenchy]

I don't know, I think it's quite nice for what it is. I mean... What do we expect from TEENS clothes????

[JunyaSchick]

i think it's very good considering the characteristics of the product: target customer, age range, price, their competitors (H&M divided, Zara Trafaluc, Next, Bershka, Pull&Bear, Target,...I'm not sure which of these brands are part of the US market),etc.

In my opinion they still need to be positioned in that market segment despite their recent gained reputation as designers thanks to their entrance in the CFDA and their participation in other fashion-orientated events (such as FNO and fashion weeks), because in a way they are still the inspiration for many young girls who are still watching their movies and shows; whereas The Row is completly inaccessible for them and E&J is still too expensive and mature for part of their fanbase. Thus, the name has been probably chosen on purpose: first of all, it separates them from their product as it doesn't include any reference to Mary Kate and Ashley but at the same time Olsenboye still involves them and their personalities, so many girls can find it easy to id themselves (that's how teen minds work) and that's why the name of the brand is all over the pieces as well as the intensive teen-orientated marketing strategies they are developing to launch the line. Plus, with their past experience in this market segment they know how to make things work: that's a great asset when you are starting from scratch a new project.

As I have said, I always thought they should have continued with their Walmart line. Of course I'm not part of their company and don't have access to many info but I'm sure it meant a big stake in terms of revenues and market share. However the key of their survival as a fashion company was on separating their image (which was getting older and more mature) from their product, to change from celebrity brand to a fashion brand and stopping was the best way.

Now, if you ask me if I like it (although I'm not categorized as their target customer), my answer is no, really... it's just not my style but if I were a teenager today I may want to wear a few of these pieces....

This can't be compared to E&J or The Row at all.

[loladonna]

I can't believe they would put their name on this stuff. The Miley Cyrus Walmart Line looks better so far.

[mrsjamesdean]

^Bahahaha
Got to give them credit but really its just a market scheme to connect with their younger fans(mass market)....

[lucy92]

this might be the worst celeb line ive seen. id rather my daughter wear the miley cyrus/max azria line.
nylonmag

[loladonna]

^I find it hard to believe the Olsen's had any design input into this fiasco. It doesn't reflect their style at all. I think they missed an opportunity to bring Olsen chic to their younger fanbase.

[couturecouture]

Yuck. I do not like it one bit.

[lucy92]

pics of MK and A on the promo truck from teenvogue

[lucy92]

Originally Posted by Thefrenchy

I don't know, I think it's quite nice for what it is. I mean... What do we expect from TEENS clothes????

sorry but american teens can do better than this. most of the designer lines at target (alexander mcqueen, proenza schouler, rodarte etc.) are FOR teens.

[Thefrenchy]

Originally Posted by lucy92

sorry but american teens can do better than this. most of the designer lines at target (alexander mcqueen, proenza schouler, rodarte etc.) are FOR teens.

Well, I think we'll have to disagree on that because none of the collaborations you mentioned seemed aimed at teens imo. More at those who like those designers but can't afford their pieces at their original price. I don't know if a precise target for Olsenboye has been defined but when I see it, it'd say it could be bought by girls who are approximately from 8/9 y-o to 11/12 maybe 13 y-o. None of the collaborations you mentioned is aimed at this market.

[quimby]

I think with E&J and especially The Row, they've raised expectations, so this line seems kinda disappointing in that light. But the clothes are probably similar to what they offered through Wal-mart.

[couturecouture]

Originally Posted by lucy92

sorry but american teens can do better than this. most of the designer lines at target (alexander mcqueen, proenza schouler, rodarte etc.) are FOR teens.

I certainly agree. MKA could have done so much better IMO. Olsenboye logos on the hoodies/tees = tacky.

[cambry]

I was really psyched for this when I first heard about it, but I'm increasingly less interested with every new picture.

[Kehl]

I'm going to wait until the official launch. The Olsens have an amazing sense of fashion and know how to design, it's apparent in their high-end lines.

I know that the quality can't be the same but I've seen better stuff at H&M

[pinkpolo]

The hoodie with the peace sign on the back is eerily similar to ones from Victoria's Secret PINK line. The Olsens have established themselves to be legit with The Row and E&J so wouldn't it be a tad embarassing to have their name used for this line, especially for J.C. Penny? It would make more sense if they did a one time collaboration with H&M instead. I think it's subpar. Teens will most likely choose H&M, Zara, UO, F21 over this.