An Ingenious Marketing Strategy
Wednesday, July 6, 2011
If you haven't already heard about Mary-Kate and Ashley Olsen's StyleMint, I command you to go there now. The successful designers of The Row and Elizabeth and James fame offer special edition tee shirts that come out each month. As designers, the twins are famous for their attention to fit and drape; the tee shirts are not only inexpensive but also "ridiculously soft" (InStyle July 2011). After signing up for their free website, you proceed to answer a series of questions about your personal style. Then, a page pops up with different suggestions on how to style each month's tee shirts based on your style profile. The consideration of detail in creating a personal, online stylist is new, unique, and in its own way revolutionary. These girls transformed from grade school pop culture icons into successful and prominent designers. (and marketers!) According to the website, the fourth tee shirt style for this month, the Prince, is almost sold out. I applaud you, Olsen twins.