The Olsen twins continue their world domination in the fashion world with a line for J.C. Penney Co. called Olsenboye, which will include denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. And for a pretty cheap penny, items will retail from $20-$50!
Kicking it on 42nd Street is Asics’, first time ever in the U.S., New York flagship store. The store opened its’ doors last Thursday, just in time for last minute shopping for the New York Marathon this weekend.
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–Nikki Cho Russo
Olsens to Launch Junior Brand for Penney??™s
Mary-Kate and Ashley Olsen are expanding their fashion reach.
The sisters, entertainers and marketers almost since their infancy who last week became members of the Council of Fashion Designers of America, have signed a deal with J.C. Penney Co. Inc. 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 the company aims to generate curiosity among teens well before the launch with what amounts to a new marketing approach for the retailer built around previews, limited offerings and digital, guerrilla 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 jcp.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.
For the last several seasons, Penney??™s has been unleashing new labels and designer exclusives while culling out brands that have lost relevance, striving to modernize its image, catering to more of a teen and contemporary crowd and offering something different.
Among its consumer base, ???the propensity for trying and adapting new brands is terrific,??? said Liz Sweney, Penney??™s executive vice president and general merchandise manager of women??™s. ???We are stepping up our style to attract a younger customer??? with such recent launches as Bisou Bisou, I [Heart] Ronson, Allen B., Oxford & Regent and Twelfth of Eleven, all contemporary lines done in collaboration with designers and brands. Last month, Penney??™s launched its first contemporary label, called she said, created by its own design team. Arizona and Decree are among the key junior brands at the store, but the retailer also still sells more traditional lines geared to a more mature crowd, such as Worthington, and has just signed a deal with Liz Claiborne Inc. to be the exclusive retailer for the Liz Claiborne line. ???We love our older customer, as well,??? Sweney noted.
When it comes to price, however, Penney??™s has maintained its moderate, value-driven, promotional posture. Olsenboye, which is the Olsens??™ ancestral name, will fall into Penney??™s good and better price tiers. Olsenboye is a casual sportswear and accessories collection that includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. The line will retail from $20 to $50 and is being designed to be mixed to create different looks. The brand also will periodically flow in travel-inspired mini collections, each reflecting the looks and trends of different cities.
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Shop Talk: Asics’ First Retail Push…Vans Goes Pop
Asics??™ First Retail Run
Asics opened its first U.S. flagship in New York last Thursday near Bryant Park on 42nd Street.
The 1,100-sq.-ft. shop stocks men??™s and women??™s running footwear, apparel and accessories, as well as official apparel for the ING New York City Marathon. The store also houses a Foot ID 3D Scan machine, which uses both lasers and cameras to measure and analyze feet.
Asics Chairman Kiyomi Wada told Footwear News the company decided to bow in New York because of the city??™s large running population.
He added that in spite of the current economy, he was bullish about the debut. ???This is a chance for us to show that our business is strong,??? he said, speaking through a translator.
U.S. President and CFO Rich Bourne said this location will act as a testing ground and that there are no immediate plans for another unit. Looking down the line, though, Wada noted that other U.S. cities of interest would include Chicago and Los Angeles.
Asics??™ business has been growing steadily in the U.S., said Bourne, with stateside sales making up about 22 percent of the company??™s total business. ???We had double-digit growth last year, and we??™re determined to keep growing this year,??? he said. Bourne also cited the firm??™s marketing campaigns around big events like the Olympics and the New York marathon as drivers in helping to elevate its U.S. presence.
Vans Goes Pop
Vans, the skate-and-surf lifestyle brand, opened its Vault Shop pop-up last Friday at the Conveyor in Fred Segal in Santa Monica, Calif. The shop has taken over the entire Conveyor space and will house all limited-edition Vault by Vans products and Vans by Conveyor exclusives under one roof, as well as brand favorites and classics.
Also hitting shelves are special sneaker designs by artist Taka Hayashi. The Vault shop has created a gallery-like layout, with Hayashi??™s own artwork and inspirations for his shoe designs displayed until the end of October. The following months will introduce a new visual space and a completely new round of merchandise for consumers.
???What we??™re looking for is an opportunity to showcase the brand,??? said marketing and PR rep Chris Overholser. ???The best way for us to do that is in an environment where we can show our best product, and we can effectively tell the stories behind that product.???
If the shop exceeds sales expectations, more Vans pop-ups could roll out, said Overholser.
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Tags: Asics, J. C. Penney Co, Olsen Twins, Olsenboye, Vans