March 6, 2008
Olsens, Abbey Dawn Offer Glam Tween Fashion Product Naming
I am a big admirer of the Olsen Twins brand name (Mary-Kate and Ashley) and the way in which these two women have leveraged their brand naming into a number of fields.
They are writing a book entitled Influence that will feature numerous photos of the two girls who have become walking brand names and have carved out a serious niche for themselves in tween fashion branding as well as in more mainstream clothing, for example, The Row.
Possibly inspired by the Olsen Twins’ success, punk rocker Avril Lavigne is getting all “girly” and is set to offer the Olsen Twins some competition with the introduction of her Abbey Dawn collection. Abbey Dawn being her childhood nickname.
The Olsen Twins, however, are, well twins, leading some bloggers to wonder if sibling branding may be a powerful trend. Witness the rise of the Olsen Twin’s siblings’ line Elizabeth and James and Twenty8twelve, a clothing line from Sienna and Savannah Miller: “The name of the brand comes from Sienna Miller’s birth date (December 28th).”
The fact is, product naming for tween girls is is getting just as cut throat as high street fashion and using entertainment icons to do the job seems to be a great way forward.
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