Olsenboye by Mary-Kate and Ashley Olsen for J.C. Penney
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It's so strange to see their name, Olsenboye, written all over clothes like that. In the commercial, there was a text hoodie. Did that say Olsenboye all over it too? Going from the Row, to even Elizabeth & James, it's strange to see their name all over a licensed brand. But they mentioned head to toe... I really hope those shoes come out in my size.
exactly my thoughts
i liked the commercial. it was definitely younger but the girls still reminded me of mk especially.
remember last summer she tied her plaid shirts on her waist with a white tee?
also the boat hat which looked large on the girl reminded me of mks bf, nate.
the black hat girl was old school mk. didnt she shoot an italia vogue with that hat?
remember last summer she tied her plaid shirts on her waist with a white tee?
also the boat hat which looked large on the girl reminded me of mks bf, nate.
the black hat girl was old school mk. didnt she shoot an italia vogue with that hat?
apriliciate
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yeah, i also think that the style in this commercial is more into Mary-Kate's style.
Thefrenchy
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The Olsens Launching Juniors Line 'Olsenboye' at JCPenney
The Olsens are coming to a JCPenney near you!
Entrepreneurial twins, Mary-Kate and Ashley Olsen, who already have two fashion collections, The Row and Elizabeth & James, teamed up with JCPenney to create a juniors collection called Olsenboye.
"Our Juniors customers have grown up with Mary-Kate and Ashley and look to them not only as authentic designers, but also as style icons," Liz Sweney, executive vice president and general merchandise manager of women's apparel at JCPenney, said in a release.
"The launch of Olsenboye brings aspiration and sophistication to our juniors department."
Olsenboye will consist of casual sportswear and accessories, retailing for between $20 and $50. And while the collection is slated to officially launch for Spring 2010, starting Nov. 6, a select 50 stores will receive an advanced offering.
The collection takes its inspiration from teen trends around the world and each collection will highlight a different city. Authentic globetrotter details, like travel trunks, passport stamps and luggage stickers will appear throughout the brand's marketing, labeling and in-store displays.
The brand will be promoted through viral and guerrilla marketing campaigns starting today with a customized truck, called the "Olsenboye Treat Truck," which is slated to cruise the streets of New York City, with initial stops scheduled for Union Square and Herald Square.
At the "Treat Truck," consumers can preview the collection and pick-up Olsenboye paraphernalia including pins, balloons, bracelets and even cupcakes. More information on the "Treat Truck's" appearances can be found at Olsenboye.com.
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fashionmuse
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i cant believe this came from the olsens. yes its for a teen line but its all so typical and looks like it was design by avril lavigne or something
VersaceLuva586
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MK & Ash on Good Morning America
http://www.youtube.com/watch?v=Zbhdn3n68mA
I think the line looks cute, for a teen line at least!
They already have 2 super successful lines and i think they agreed to do this one to tap into the tween market again like they did when they were younger. After all, they were the first to do it and it was a hit!
http://www.youtube.com/watch?v=Zbhdn3n68mA
I think the line looks cute, for a teen line at least!
They already have 2 super successful lines and i think they agreed to do this one to tap into the tween market again like they did when they were younger. After all, they were the first to do it and it was a hit!
Thefrenchy
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I don't know, I think it's quite nice for what it is. I mean... What do we expect from TEENS clothes????
JunyaSchick
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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.
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.
mrsjamesdean
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^Bahahaha
Got to give them credit but really its just a market scheme to connect with their younger fans(mass market)....
Got to give them credit but really its just a market scheme to connect with their younger fans(mass market)....
couturecouture
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Yuck. I do not like it one bit.
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
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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.
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