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

[lucy92]

According to New York Magazine the line is in previews now and will probably be released in the Spring.

[stateofbliss]

^ I can't wait to see the lookbook, or at least some preview pics of the line! They are all over the place now - with The Row (apparel and soon sunglasses), Elizabeth and James (apparel, jewelry, shoes) and now this!

[kelsea]

i am really excited for this too!!

[lucy92]

some of it will be out in two weeks.


more info from wwd

Mary-Kate and Ashley Olsen are expanding their fashion reach.

The 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.

The collection will have a major rollout, set for 600 Penney’s stores in February. But the company aims to generate curiosity among teens well before the launch with what amounts to a new marketing approach for the retailer built around previews, limited offerings and digital, guerrilla and viral marketing tactics.

The effort kicks off Monday with an Olsenboye truck cruising around 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. Beginning Nov. 6, Olsenboye will be available on jcp.com and in those 50 stores, including the Manhattan flagship, for a limited time.

[Meg]

I wonder if this is just a licensing deal...

[kimair]

The effort kicks off Monday with an Olsenboye truck cruising around 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. Beginning Nov. 6, Olsenboye will be available on jcp.com and in those 50 stores, including the Manhattan flagship, for a limited time.

There also will be a teaser video for the preview collection on olsenboye.com featuring teen characters.

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.

When it comes to price, however, Penney’s has maintained its moderate, value-driven, promotional posture. Olsenboye, which is the Olsens’ ancestral name, will fall into Penney’s good and better price tiers. 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.

“It’s very fun, fashion driven, trendy and wholesome at the same time,” Sweney said.

While it’s got the Olsens’ spirit, it’s not limited to their size, ranging from sizes 0 to 15. “It’s really important that Olsenboye serves lots of girls,” Sweney said. “It’s not just about girls size zero or one.”

The Olsens, who are 23, haven’t penetrated the middle market yet with a collection, but do sell to luxury stores with The Row for men and women, and their contemporary label, Elizabeth and James. But they have been marketing clothes, furniture, cosmetics and other products to mass retailers such as Wal-Mart for years through the company they own and for which they design, Dualstar Entertainment Group.

“Mary-Kate and I watch current trends and see our partnership with J.C. Penney as an opportunity to add something unique to the marketplace, especially in the current retail climate,” said Ashley. “Olsenboye is an extension of the Dualstar brand and we feel this collaboration complements and strengthens our business portfolio, delivering trend-based fashion at affordable prices.”

Regarding the various initiatives to market Olsenboye, Mary-Kate said: “Ashley and I felt strongly about creating a unique experience to reach the teen customer, using relevant marketing strategies that would effectively reach this key customer demographic.”

According to Sweney, the Olsens came to Penney’s with the Olsenboye concept. “They actually contacted us,” she said. “They knew we had a wider reach, that we can provide a great digital experience and that we know how to treat brands and that their brand would be pure in our store” and not be “Penney-ized.”

wwd / october 26, 2009

[Thefrenchy]

Well, it's quite cute for what it is: teen clothing.

[Thefrenchy]

Here is the promo video:
http://www.youtube.com/watch?v=JlT_W7cbvpc

UPCOMING EVENTS

Oct. 26 Ashley and Mary-Kate announce their new juniors collection and partnership with JCPenney on Good Morning America
Oct. 26 The Olsenboye Brand Treat Trucks are at Union Square (2:30pm - 6:30pm)
Oct. 27 The Olsenboye Brand Treat Trucks are at Hereld Square (2:30pm - 6:30pm)
Oct. 28 The Olsenboye Brand Treat Trucks are at Washington Square Park (2:30pm - 6:30pm)

- OLSENBOYE.COM

[VersaceLuva586]

The line looks cute and so is the promo.


They are doing so well!!!

[JunyaSchick]

I guess this is the right continuation of their walmart line since they have stopped collaborating with it.

it's just a licensing agreement, right? like elisabeth&james...

[quimby]

I'm intrigued by this idea of it being "wholesome." That is a different approach to the teen market.

[JunyaSchick]

^I think that's the key ingredient as JCpenney sells mainly online and to buy only as a teenager to "need" the supervising or the help of an adult, most probably your father/mother... and they are looking for that wholesome image.

On the other hand offering a trend-based as well as wholesome collection is a differienciating characteristic from competitors.

[lucy92]

source wwd

this looks pretty boring to me.
it doesnt look "trendy" IMO.

[eugenius]

Phew! Judging by the name "olsenboye", I thought it was their attempt at menswear.

[ally508]

Oh that is so cute. I cant wait till it comes out!!