Mary-Kate and Ashley Olsen Launch Olsenboye For JCPenney
On to the next. The rumors are true: Mary-Kate and Ashley Olsen are launching a juniors line for JCPenney. Olsenboye makes total sense: the sisters began their retailer endeavors in the junior market — it's not to be forgotten.
The line will debut in 600 stores in February, but an innovative marketing campaign will kick off today for three days via an Olsenboye “treat truck” cruising around NYC selling clothes and giving out cupcakes, balloons and pins. The Olsen’s will be making a surprise appearance on one of the three days. As well, empty racks in 50 high-profile stores will be covered in Olsenboye samplings. Come Nov. 6, Olsenboye will be sold on jcp.com and in those 50 stores, including the Manhattan flagship, for a limited time. Updates and a teaser video can be viewed on Olsenboye.com.
The retail prices will range $20 to $50 for casual sportswear and accessories that includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. Super cool: it will dabble in travel-inspired mini collections, each reflecting the looks and trends of different cities.
What does Ashley say about the news: “Mary-Kate and I watch current trends and see our partnership with JCPenney as an opportunity to add something unique to the marketplace, especially in the current retail climate. Olsenboye is an extension of the Dualstar brand and we feel this collaboration complements and strengthens our business portfolio, delivering trend-based fashion at affordable prices.”
To see a couple more looks from Olsenboye, the sisters in NYC today, and the Olsebboye van, read more.
Source and INFDaily.com
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Mark Davis
How cool. I like their Elizabeth and James line, so I'm hoping that it will have some influence on this line.
1That's great. I'll remember them the next time I'm trying to look like Hanah Montana, or whatever.
2Hahah spacekatgal, so true!
3There's just something off about that jacket...
4Snoozeville... I don't see any new trends in this collection. It look very old and boring, we've seen all this a million times before. Kinda sad too with great style icons like the Olsen's, they had a opportunity to make it great. I'll pass!
5The line is a JUNIORS line. It is meant for the Hannah Montana kids. Not 20, 30 y.o. as far as I can tell. I think it will be cute for that demo.
6I'm totally into it! Charlotte Ronson's stuff is super cute for JCPenney too! I brought two awesome dresses this summer for under $20 and no one believes me when I tell them I got them from JCP. If MK and A's line looks anything like Elizabeth James I'm SO there!
7I've never shopped at JCPenney but I like these two..& this cupcake truck. Is that going to be in NYC?
8Pass.
9Wow I hope it's as good as the Elizabeth and James line.
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