Olsenboye at JCPenny is Twintastic Collaboration
Marissa Liu — October 26, 2009 — Celebs
A collection designed by fashion favorites Mary Kate and Ashley Olsen is to be sold under the name Olsenboye at JCPenny. The line will hit 50 select JCPenney stores for a limited time starting on November 6, and will roll-out to 600 more stores starting in February.
The marketing campaign for Olsenboye at JCPenny involves a truck giving away cupcakes, balloons, and pins in New York. You can even buy select merchandise directly from the truck. Apparently, the Olsens, known for their love of fashion, approached JCPenney about doing the line that will retail between $20-$50.
With their high fashion lines The Row, diffusion brand Elizabeth and James and now Olsenboye at JCPenny, the pint-sized media moguls are reaching across all avenues to brand themselves as go-to designers for female fashion.
The marketing campaign for Olsenboye at JCPenny involves a truck giving away cupcakes, balloons, and pins in New York. You can even buy select merchandise directly from the truck. Apparently, the Olsens, known for their love of fashion, approached JCPenney about doing the line that will retail between $20-$50.
With their high fashion lines The Row, diffusion brand Elizabeth and James and now Olsenboye at JCPenny, the pint-sized media moguls are reaching across all avenues to brand themselves as go-to designers for female fashion.
Trend Themes
1. Affordable Celebrity Fashion - The success of Olsenboye at JCPenny highlights the demand for affordable fashion from well-known designers.
2. Limited Time Collaborations - Limited time collaborations can create urgency and demand among consumers, and provide an opportunity for brands to test new markets.
3. In-store Experiences - In-store experiences, such as the Olsenboye truck giving away merchandise, can create buzz and drive foot traffic to physical stores.
Industry Implications
1. Fast Fashion - Fast fashion companies can partner with celebrities and designers to create affordable collections, targeting younger consumers who prioritize style and affordability.
2. Department Stores - Department stores can collaborate with well-known designers to create exclusive collections and bring in new customers.
3. Pop-up Retail - Pop-up retail can be used to offer limited time collaborations and unique in-store experiences to generate excitement and increase brand awareness.
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