As the Olsen Empire continues to flourish Mary-Kate and Ashley are recognized as today’s richest women in entertainment estimating 10 billion dollars. With their induction into the Council of Fashion Designers of America, Mary-Kate and Ashley took the opportunity to exploit their new endeavor. Inking a deal with J.C. Penney Co. Inc., Mary-Kate and Ashley will exclusively launch a new junior brand, Olsenboye. Available on jcp.com beginning November 6, this brand is characterized as “fun, fashion driven, trendy and wholesome at the same time.”
Kicking off their launch with a truck cruising around New York City selling merchandise and giving out cupcakes, Mary-Kate and Ashley’s new brand hopes to measure up to their extraordinary success. They have outlined a viral campaign with broadcast spots, magazine ads and direct-mail pieces in hopes of exceeding their bottom line.
Summing up the brand Ashley tells WWD, “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...I watch current trends and see our partnership with J.C. Penney as an opportunity to add something unique to the marketplace, especially in current retail climate.”
Photo Credit: Fan Pop
Tags: Fashion PR
