Mary-Kate and Ashley Olsen, serious businesswomen, launching 'digital fashion venture.' We translate.
What's that? According to WWD, the Olsens will team with a company to create an online merchandizing-meets-social-networking hub that will offer up monthly personalized fashion recommendations to subscribers who can then, for a price, virtually buy the items on the spot. The camera-shy (meaning they'll take any opportunity to be snapped as long as they're wearing sunglasses) Olsens will also appear in videos created exclusively for the site.
"Online commerce is the perfect medium for us to create a new brand that is as much about the clothing as it is about the customer experience," said Ashley Olsen in her best corp speak.
BeachMint, the company partnering with the twins on the launch, already has one successful celeb-fronted site raking in the bucks. In October, the company launched JewelMint.com, a jewelry-of-the-month club with actress Kate Bosworth. According to one BeachMint exec, "Sales have exceeded recommendations."
As for the Olsens, they've already established their fashion cred by designing for a range of budgets. In 2007, the duo launched The Row, a designer label carried in high-end stores. The same year, they launched Elizabeth and James, available in Nordstrom, Saks Fifth Avenue and Neiman-Marcus. In February 2010, the sisters introduced Olsenboye, available exclusively for shoppers of J.C. Penneys' juniors.