Olsen twins bring their fashion sense to J.C. Penney

J.C. Penney, seeking to increase its appeal in urban areas, will launch an edgier junior's brand Monday from Manhattan-based celebrity designers Ashley and Mary-Kate Olsen.

Penney, hoping to offset slowing suburban mall sales, recently opened a Manhattan store and has been working to lure teens with trendy brands for the past two years. Company officials hope — expect, even — that teens who have "grown up with" the 23-year-old former child television and movie stars will be as excited as they are.

To many, the duo are best known for Full House reruns and paparazzi pictures, but the Olsens have two thriving luxury apparel lines: Elizabeth and James, and The Row. Both are sold at high-end stores such as Bergdorf Goodman. Their tween apparel deal with Wal-Mart ended three years ago.

Unlike many other current or former celebrities, the Olsens "are good designers and smart business people," says Ken Nisch, chairman of the retail design and brand consulting firm JGA. "It's less about who they were as personalities but more about combining an eye for fashion, an eye for the business and knowing what the customer wants."

The launch will be as notable for its cutting-edge marketing — at least for the department store — as for its designers and the clothes. 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. Fashions, which flaunt many peace signs, also will feature travel themes from around the world, be based on a different city four to six times a year and be updated often. The Olsenboye line of clothing, shoes and accessories will sell for $20 to $50.

Target has used such a limited-time-only strategy to lure young female shoppers for a few years.

Penney marketing will focus on social-media buzz, "guerrilla" street distribution of Olsenboye memorabilia and will include pink ice cream truck-like mobile shops that will travel around New York City Monday, with the Olsen sisters aboard.