Probably the most famous and fashionable twins in the world, the Olsen sisters, have created a new line of clothing exclusively for JC Penney. Olsenboye is a collection of clothing, designed and inspired by stylish cities from around the world. The collection features affordable denim, dresses, skirts, shorts, jackets, handbags and shoes.
What makes this particular launch unique is the social media element. The marketers behind the collection have come up with an idea to make the launch more interactive and drive traffic back to the website www.olsenboye.com So, how have they done this? First of all, they have created a series of web films that were inspired by the Olsenboye girls – four, young, pretty females who act as brand ambassadors. The films follow the activity of these four girls (Alexa, Spencer, Alexandra and Sophie), giving each character her own unique style and showcasing the collection in a series of looks.
Olsenboye fans/ customers are given visual ideas on how to wear each pieces, either individually or together and advice which accessories best compliment the entire look. Not only that, but each Olsenboye girl will post blogs, giving the audience an insight in to their personal style and personality, almost like a virtual friend. You can also follow the Olsenboye girls and website activity via Twitter and on Facebook.
Simultaneously, as part of the collections debut, a competition was launched to find a talented new fashion designer. Contestants will submit 250 words explaining why their original design should be featured in the Olsenboye collection. They also have to upload an image of their unique design for the judges to see. The prize will be a trip to New York City to meet Mary-Kate and Ashley Olsen, a $1,000 gift card to JC Penney and a chance to have their design featured in a future Olsenboye collection.
This collection echoes the fashion voice of the Olsen sisters themselves, which is to express your individual style and make it unique to you. This is a great example of how future product launches will be executed. A clever piece of marketing, utilizing all tools available to them, JC Penney has secured a loyal teen following, a database of Olseboye fans and their support for new and future launches. Now that is a successful launch.
