Raking in an annual $1 billion in sales, teensy twins Mary-Kate and Ashley Olsen are proving to be anything but when it comes to the rough & tumble world of fashion retailing. Their Cali-based Dualstar Entertainment Group is one of the most sizeable of the celeb/lifestyle companies, and 8 out of each 10 dollars in profit comes from the fashion arm. Their mary-kateandashley line for ‘tweens can be found at Wal-Mart stateside and Asda in the UK.
With the launch of shopmary-kateandashley.com, the global market will now be able to dress like the sisters. "We know that overall online sales are growing exponentially across the board," executive vice president Jill Zimmerman recently told WWD. "Plus…[it] broadens consumer interest and supports the brand in the offline world as well. There is proof that having an online store actually drives people into stores." The store will mirror the sisters’ online brand presence at mary-kateandashley.com with its official fan club, e-zine, and the full line available for purchase. Olsen fashion & beauty tips have been added to the mix, as well as giveaways, promotions, and the occasional free shipping offer.
The Olsens are famous for being very fashion-y, and frequently set trends around the globe. As a result, they have enjoyed phenomenal success with their brand, avoiding the problems facing a celeb “designers” like Jessica Simpson who was even slapped with a lawsuit for failing to promote – or even publicly wear – clothing with her name on the license. (via WWD)
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- Lesley Scott