I am a “Good Morning America” nut. I watch every single morning. I follow Chris and Sam on Twitter. You get the idea. And while GMA feeds my soul on a daily basis, it seldom feeds my work—alas, stories about three-year-olds surviving a week alone in the woods outfitted only in flame-retardant PJs aren’t as applicable to fashion as one might think.
So imagine my surprise when Diane announced during this morning’s show that the Olsen twins were stopping by to make an announcement—causing me to recalculate my morning routine to allow for lunch making as well as Olsen twins news. Turns out those wily twins are launching a tween fashion line with J.C. Penney’s set to hit floors in February nationwide.
Now, I must admit, when Penney’s opened up their Manhattan flagship store this summer, I cringed at the amount of money they were dumping into such a grand venture during the worst retail climate in a long time. I mean, I think Target’s move to introduce the GO International program was nothing short of brilliant. But J.C. Penney’s celebrity diffuse lines have fallen short for consumers and me as well. A quick gander at the I ‘Heart’ Ronson line, by wunderkind Charlotte Ronson, shows a hefty number of markdowns. That said, I must say that I’m impressed with Penney’s ability to cajole Ashley and Mary-Kate Olsen into launching a line for them. The kids that grew up watching Ash and MK on television and video are now credit card carrying teens and young adults—a fact I’m sure the big wigs at JCP are banking on (pun intended).
Select styles of the "Olsenboye" line — named for the twins' family in Norway — will be offered for a limited time online and in some stores from Nov. 6 until the official launch in February. Prices range between $20 and $50. Marketing support leans heavily on social-media buzz and "guerrilla" street outreach via pink ice cream trucks turned mobile shops that will travel around New York City today, with the Olsen sisters aboard. Ultimately, if this venture doesn’t end in a landside retail success (which it just might) it’s already a resounding PR success. As Michelle on “Full House” would say: J.C. Penney’s, you got it dude!
I remember it well…
I was the little girl that thought it was completely necessary to wear bright red lipstick for the elegant (invite only) occasion of reading a fashion magazine. No excuses, some of us are just born with glitter in our veins. I saw the world through the glossy pages as a chic fantasy.
And then I grew up…
I now know the reality of this fantasy. With the state of the economy, most publications are fighting not to fold and optimism is often left at the door. Life isn’t a piece of cake these days. It’s actually a cupcake.
Glamour Magazine is launching a new marketing campaign bursting with cupcakes, lollipops, hearts & balloons (this speaks directly to my inner child). “Live for Glamour” cupcake ads will be projected onto New York City stores, including Barneys New York, Bergdorf Goodman, Bloomingdale’s and Saks. Billboards will appear in high traffic areas across New York City and Los Angeles.
Cupcakes can be found behind the scenes at Fashion Week as well! Even designers experience mortal cravings. Charlotte Ronson and Thakoon are known for eating cupcakes backstage. Of course we love love love Magnolia & Crumbs. However, I want to bring the spotlight to Cupcake Republic, featured at The Purple Lab Scoop Event for Fashions Night Out. Each cupcake is made with organic and natural ingredients. It gets even better: No Eggs, No Dairy, No Guilt. Need I say more? Let your inner child indulge.