More Details About Olsenboye

Filed Under: Fashion Smashion Olsen Twins Collection's Bureau

Last week we told our Cocolicious readers about Mary-Kate and Ashley Olsen's latest venture, Olsenboye, their line for JCPenney. Now we have more details about the tween line.

The premier collection is set to hit 600 JCPenneys in February with prices ranging from $20 to $50 and sizes ranging from 0 to 15. Liz Sweeney, JCPenney's executive vice preseident and general merchandise manager of the women's department said, "It's really important that Olsenboye serves lots of girls. It's not just about girls size zero or one…It's very fun, fashion driven, trendy, and wholesome at the same time."

Ashley said, "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."

Mary-Kate added, "Ashley and I felt strongly about creating a unique experience to reach the teen customer, using relevant marketing strategies that would effectively reach this key customer demographic.”

For that reason, the marketing strategy for the collection is very new-age: starting today in NYC, a "treat bus," will tour the city, giving out cupcakes, balloons, and pins to hype the new line. There will also be TV commercials, print ads, mailers, an interactive digital campain on jcp.com, Facebook, and Twitter.

Smart! Wish we were in the city so we could grab a free Olsen cupcake!

We just wonder why they chose the name Olsenboye? Would love some insight on that! Otherwise, can't wait to see the rest of the collection!

[Image via WENN.]

Posted: October 26, 2009 at 1:00 pm