Quote:
Originally Posted by after__eight
This is exactly what they are avoiding. That is why the olsen name is not on any of their new lines, they don't want kids to buy their stuff. They are now aiming at high fashion and they want the line to fall in the same category as couture. I bet if it wasn't mentioned that the Olsen's own the lines no one would have guessed it was from them. I actually think it's great what they are trying to do and it seems very successful so far, just imagine the money they are raking in with E&J and The Row.
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They want their "affordable" line to fall into a couture category?
I get that they want a fashionable and sophisticated line and they are not trying to market to tweens at this point. There isn't much difference between The Row and EJ in my opinion and there is a great scale of difference between The Row and their Walmart line. I thought by their own descriptions this line was going to be an inbetween and actually be affordable. My point is is that they would have had more success marketing to not neccessarily "kids" (I think the majority of their fans have grown up with them now) but youth with some sort of dispensable income. Dualstar (Walmart) has made these girls billionaires I'm sure Ej & The Row will not even come close.