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October 26, 2009

Olsenboye Girls Clothing Naming May Succeed Despite Odd Brand Name

There is a lot of excitement in the blogosphere about Olsenboye, Mary-Kate and Ashley Olsen's new JCPenney's line, which pre-launches today.

This junior line will be available in 600 JCPenny's stores, receiving a large amount of support from an enormous marketing campaign. According to WWD Retail:

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.

The new line will also compliment the twins' higher end offerings known as The Row, and Elizabeth and James, but of course will carry lower price points.

As for the name Olsenboye, this is supposedly the twins' "ancestral name," but it does end with "boye," which pretty much sounds like "boy." A strange choice for a girls' fashion line.

This is the kind of name that makes me raise my eyebrows, and if anyone outside of the Olsen twins had selected it, I'd say that it was a terrible choice. But the Olsen twins seem to be a law unto themselves.

As I have said before, they are pushing adult fashion sophistication into the tweeny world. Despite the odd naming choice, this new brand may be positioned for success.

Technorati Tags: Olsenboye, Olsenboye Brand, Clothing Naming, Clothes Naming, Olsen Twins Clothing, Mary-Kate and Ashley

Posted by William Lozito at October 26, 2009 8:51 AM
Posted to Apparel | Brand Naming | Branding | Fashion | Industry | Marketing | Naming

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