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The famous and beloved sisters from the late Full House, have signed a deal with J.C. Penney to launch Olsenboye, a junior brand that will be exclusive to the chain.
The collection will have a major rollout, set for 600 Penney’s stores in February. But Olsenboye aims to generate curiosity among teens well before the launch with what amounts to a new gurilla marketing approach for the retailer built around previews, limited offerings and viral marketing tactics.
The effort kicks off Monday with an Olsenboye truck cruising around New York selling merchandise and giving out cupcakes, balloons and pins, and empty racks in 50 high-profile stores will be covered in Olsenboye shrouds. Beginning Nov. 6, Olsenboye will be available on Olsenboy.com and in those 50 stores, including the Manhattan flagship, for a limited time.
There also will be a teaser video for the preview collection on Olsenboye.com featuring teen characters.
For the full launch in the spring, there will be broadcast spots, magazine print ads and direct-mail pieces. There also will be an interactive digital campaign on jcp.com, Penney’s teen Facebook page and Twitter.
While the Olsenboye collection has the Olsens’ spirit, it’s not limited to their size, ranging from sizes 0 to 15, catering to a wide range of teens.
The Olsen Twins already have two higher-priced fashion lines — The Row and Elizabeth and James — but the target audience for those lines are well to do fashionistas.
With the launch of Olsenboye, the Sisters main focus affordability, which will to cater to the masses.
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