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OLSENS SEE OPPORTUNITY: J.C. Penney turned hipster Wednesday night with a party at the members-only Norwood club for Mary-Kate and Ashley Olsen and Olsenboye, the twins’ exclusive collection for the department store. It’s produced by L’Koral Industries and has footwear from Steve Madden. “When I was younger, I went to Penney’s with my mom,” said Mary-Kate. More recently, the sisters walked the store with more than shopping in mind. “We saw what was missing. We had these guys in mind from the beginning.”
To generate buzz over Olsenboye, “We chose to take this brand all digital, with Facebook, Twitter, YouTube and targeted display media, except for a 30-second spot on the Academy Awards,” said Mike Boylson, executive vice president and chief marketing officer. Penney’s is further targeting the youth market with a contest for budding designers, ages 13 to 21, to create an original apparel item. The winner gets a trip to New York City, a $1,000 Penney’s shopping spree, a chance to have the item included in Olsenboye and, maybe coolest of all, a meeting with the Olsens.