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Social strategy at camp Olsen

Mary-Kate and Ashley Olsen’s social efforts across their various brands were exposed in WWD last week.

While the business-savvy twins don’t participate in any of the digital activity themselves, they are said to recogise the importance of it.

Accordingly, across The Row, Elizabeth and James, and Olsenboye, there are campaigns on Twitter, Facebook and YouTube, as well as relationships with bloggers.

The approach taken, however, varies brand to brand.

“Elizabeth and James, for example, has a strong feeling for music, and its designated Tweeter will write about Fleetwood Mac if that’s the music Mary-Kate and Ashley are playing in the showroom. They also run contests and sponsor giveaways for items not available in stores, like colorful Elizabeth and James notebooks,” the article reads.

For Olsenboye’s launch at JCPenney meanwhile, the company invited bloggers to create a series of videos.

The forthcoming launch of the twins’ t-shirt e-commerce site StyleMint (expected in July) was also touched upon.

“StyleMint ‘s digital footprint will include the e-commerce site, the StyeMint blog, Facebook, Twitter and YouTube channel, as well as regular e-mail trend reports full of insider tips on the latest trends and styling advice from Ashley and Mary-Kate,” said Josh Berman, CEO of BeachMint, the e-tail company partnering with the sisters on the launch.

He went on to highlight the site’s Twitter account at @mystylemint and Facebook page at facebook.com/mystylemint.

For those with access, the full story can be read here: The Olsens’ Social Swirl

 

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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