Fashion & Style News: Olsen Twins Invade JC Penney

Monday, October 26, 2009

Ashley and Mary-Kate Olsen are the newest celeb designers to strike an exclusive deal with JC Penney. Their new contemporary junior collection Olsenboye will be exclusive to the store.

JC Penney is shipping the line to approximately 600 store nationwide as early as February. Limited selections of the line will go on sale November 6th on in 50 stores, and the Manhattan flagsship store. Olsenboye will join other junior contemporary brands such as Bisou Bisou, I (Heart) Ronson, Allen B., Oxford & Regent and Twelfth of Eleven.

The Olsens are targeting a younger market in hopes who still wants the association with luxury brands. The twins The Row brand is currently sold in luxury stores across the country. Penney's itself is working to attract younger customers and recently launched their own junior contemporary line.

Olsenboye will launch full throttle in the spring and include broadcast spots, Facebook and Twitter marketing; and an interactive digital campaign.
Reblog this post [with Zemanta]


No response to “Fashion & Style News: Olsen Twins Invade JC Penney”
Post a Comment | Post Comments (Atom)

Post a Comment

Blog Widget by LinkWithin
The Chocolate Fashion Blog (TM). Citrus Pink Blogger Theme Design By LawnyDesignz Powered by Blogger