Since celebrities have taken over I'm sure you have noticed all of their endorsements these days. Every hot artist/actor/famous-for-nothing has a perfume and their hands in a line with someone. The problem lies in the fact that most of these items look cheap or aren't showcased in the appropriate target market for what they are offering = poor brand identity + bad quality + over priced. Not to mention they are tripping over each other in competition.
Finally there is a break through! There are two truly taking the celebrity influence into a new plane. Although funny enough they have been doing this since they were three years old.
Mary Kate and Ashley Olsen are constantly impressing the industry by pushing the envelope of style, their ability to deliver quality, their knowledge in target levels, and approach to an array of markets. Aside from continuing their mega deal with Wal-Mart featuring clothes and beauty products, the Olsen twins have launched into higher end brands.
http://missylovely.com
The Row, inspired by London's Seville Row, is exclusive at Barneys and offers simple, couture knits with a pricey tag. The twins feature high fashion advertising to compete with the likes of Gucci, Chanel, and others of syndicale. The moody innocence in "The Row" ads creates an image in which most girls can relate, displaying perfectly contoured techniques and their passion for top notch quality.
www.nitrolicious.com
Elizabeth and James is Mary Kate and Ashley's second collection, developed with the creators of Seven For All Mankind Jeans, Peter Koral and Jane Siskin. This collection offers chic looks in a lower priced market than their exclusive "The Row," launching E&J at Bergdorf Goodman, Neiman Marcus, and Intermix. The twins stayed out of the ads for these looks, leaving their girl meets boy inspirations to a more wholesome, realistic Indie girl. This brand hits a more embraced target market and takes hold of their identity with full force. Sticking to their love of vintage with modern charm, they provide amazing quality for the 20-something girl who is ready to jump from college into the reality of careers, love, and life.
http://ultimatefrenchfashion.blogspot.com
1 comment:
Great stuff! Thanks for the pics and the great opinions! Feels like I'm reading straight out of a magazine.
What are your opinions about the Olsen twins having product in Wal-mart as well as in higher-end venues?
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