Posted by Shirley Brady on April 11, 2011 11:30 AM
The CFDA-nominated actors-turned-designers Mark-Kate and Ashley Olsen could easily retire with their billion-dollar empire and the four fashion labels they're now running, from The Row on the luxe end to mid-range Elizabeth and James and Olsenboye for jcpenney.
Their latest fashion venture is a pure digital play: StyleMint.com, an e-commerce, personalized shopping venture that's subscription-based ($29.99 monthly) and designed to lure fans of their brands and personal style with a launch collection of eight t-shirts not available anywhere else.
It doesn't go live until July, so the website is deliberately obtuse: cloaked in black, giving off an air of exclusivity, and commanding with all the imperiousness of Anna Wintour: “Membership is limited. Get on the list now.”Continue reading...
close of business
Posted by Sara Zucker on February 4, 2010 06:15 PM
The Olsen Twins want amateur designers for new JC Penney line, Olsenboye. [Nitrolicious]
Valentino partner Giancarlo Giammetti overshares on Facebook. [WWD]
New Girl Scout campaign empowers tweens to sell, sell, sell. [BrandFreak]
It pays to complain: Clydesdales return to Budweiser commercials. [Adweek]
Posted by Sara Zucker on December 3, 2009 09:20 AM
JC Penney is still continuing to revamp with its many collaborations, this time with European fast-fashion chain Mango. Penney has weathered the recession well, recently reporting stronger-than-expected Q3 earnings, despite a comparable-store sales decrease of 4.6%, and raised its financial forecast for the full year.
The new line will be called MNG By Mango, and is set to debut next fall in 75 stores, ramping up rapidly with 600 more by Fall 2011. It is set to be Penney's largest contemporary brand, and the largest launch ever of any fast-fashion concept.
MNG by Mango will be supported with an aggressive marketing campaign to include online, digital, TV and direct mail. Recent launches for the department store have included housewares line Cindy Crawford Style and Olsenboye, from Mary-Kate Olsen and Ashley Olsen, in its junior department.Continue reading...
Posted by Sara Zucker on October 28, 2009 03:45 PM
They may hate being a singular entity as “the Olsen Twins,” but those two sure are busy as one, fresh from launching a long-awaited eyewear line.
Their newest endeavor is a diffusion line with JC Penney called Olsenboye. A limited-edition preview of the juniors line will come out on November 6 at 50 locations, before launching for real in February to 600 stores. The collection includes denim, bottoms, skirts, shorts, tops, dresses, jackets, shoes, and handbags with prices ranging from $20-50.
To drum up excitement for Olsenboye, the mini moguls sent a truck to cruise around New York this past Monday selling merchandise and handing out balloons, pins, and cupcakes. Cupcakes? Everyone loves cupcakes. What a genius business plan.Continue reading...