Olsen Twins Offer Affordable Junior Line with Olsenboye

By Kelly Turner on October 28th, 2009

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The Olsen twins are teaming up with affordable retailer JCPenney to design a line of clothing for juniors at low prices.

You may only remember the Olsen twins as Michelle Tanner from Full House, and seen a few of their movies pop up on TV, but the Olsens are all grown up now; designers of their two very successful high-end fashion lines, The Row and Elizabeth and James. Unfortunately for most of us, those clothes came with a very high fashion price tag, until now.

The Olsen’s new line, Olsenboye, will offer teens contemporary and stylish pieces without breaking the bank.

Of the partnership, Ashley has 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.”

The marketing strategy she speaks of is a ‘treat bus’ that will tour New York City, giving out cupcakes and balloons to introduce the line as well as TV commercials, print ads, and an interactive digital campaign on jcp.com, Facebook, and Twitter.

There is no doubt that this line will be successful, as their popularity seems to have no age limit. Both of their high-end fashion lines are doing remarkably well, even in this economy, and their team-up with WalMart for a clothing and accessory line for kids and tweens years back wouldn’t stay on the shelves. The Olsens have found a spot among the fashion elite, earning the praise of big names in the biz who label them as talented and sophisticated designers and business women.

The premier collection will hit 600 JCPenneys in February with prices ranging from $20 to $50.