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

Discussion in 'Designers and Collections' started by lucy92, Oct 22, 2009.

  1. lucy92

    lucy92 Administrator

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

     
  2. stateofbliss

    stateofbliss New Member

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    ^ 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!
     
    #2 stateofbliss, Oct 22, 2009
    Last edited by moderator : Oct 22, 2009
  3. kelsea

    kelsea New Member

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    i am really excited for this too!!
     
  4. lucy92

    lucy92 Administrator

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    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.
     
  5. Meg

    Meg inspired contemplation

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

    kimair frozen

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    [​IMG][​IMG]

    wwd / october 26, 2009
     
    #6 kimair, Oct 26, 2009
    Last edited by moderator hellothere: Oct 26, 2009
  7. Thefrenchy

    Thefrenchy Active Member

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    Well, it's quite cute for what it is: teen clothing. ^_^
     
  8. Thefrenchy

    Thefrenchy Active Member

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

    - OLSENBOYE.COM
     
  9. VersaceLuva586

    VersaceLuva586 New Member

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    The line looks cute and so is the promo.


    They are doing so well!!! ^_^ :clap:
     
    #9 VersaceLuva586, Oct 26, 2009
    Last edited by moderator : Oct 26, 2009
  10. JunyaSchick

    JunyaSchick Active Member

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    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...
     
  11. quimby

    quimby once more, with feeling

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

    JunyaSchick Active Member

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    ^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.
     
  13. lucy92

    lucy92 Administrator

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    source wwd

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

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  14. eugenius

    eugenius Well-Known Member

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    Phew! Judging by the name "olsenboye", I thought it was their attempt at menswear.
     
  15. ally508

    ally508 Member

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    Oh that is so cute. I cant wait till it comes out!!
     
  16. VersaceLuva586

    VersaceLuva586 New Member

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    They were adorable on Good Morning America!!!


    :heart: them!!!
     
  17. wings

    wings New Member

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    i think some of the stuff is cute. but it´s a teens and tweens collection of course... also i really like the heels in the video
     
  18. girlalamode

    girlalamode New Member

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    What a super cute video! The shoes are lovely.
     
  19. brianna

    brianna New Member

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    [​IMG]

    people.com
     
  20. alzna

    alzna New Member

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    I dont like the name, but the outfits are not bad.
     

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