...when it comes to fashion! They just signed a deal with J.C. Penney Co. Inc. to launch their new junior brand "Olsenboye". Having two higher-priced fashion lines (The Row and Elizabeth and James), they've now decided to design an affordable line for teens. So far, it's not that exciting, but when it comes to the marketing strategy for this new brand I feel really enthusiastic:
An Olsenboye truck is cruising around New York right now "selling merchandise and giving out cupcakes, balloons and pins, and empty racks in 50 high-profile stores will be covered in Olsenboye shrouds." (WWD) Previews, limited offerings and digital, guerilla and viral marketing methods will be used to rise curiosity. There will be direct-mail pieces, an interactive digital campaign and facebook and twitter will be used for marketing as well.
Apart from the marketing strategy, I think that the clothes are nothing special. But then, I'm not a teenager and therefore not in the target group!
Olsenboye will be available on jcp.com from 6.November.09.
First looks: