Devoted to Managers and those that seek to improve their management skills

Dualstar Entertainment Group LLC: Foundation of the Empire - Marketing to tweens and teens

When the Olsens took over the company, they were right at another transitional stage they had to deal with in the past, when they went from tween to teen. Now they've been working on moving some from teen to young women.

As far as the change from tween to teen, they had to work on ways to remain relevant to young girls up to about 12-years-old, while reaching out to a teen market that is completely different.

One simple and interesting thing they did, was to keep their name in the front of the tween demographic, by allowing their images to remain connected to their clothing line. What they did was put it above the clothing racks where it could be seen, reminding their tween audience it was them they were dealing with.

This is something tweens relate to completely.

Dualstar is specifically targeting teens in the fashion and home décor categories, moving outside of Wal-Mart (WMT), their key partner in reaching their tween demo. Once tween girls reach teen age, they start to think of Wal-Mart as being uncool to be seen at, so look at other places to shop. Dualstar had to respond by creating different products and price points in response to that reality.

That's one of the reasons Wal-Mart (WMT) attempted to enter into a more fashionable clothing line, as the teen market is more lucrative than the tween market. It was a bad move by them because it completely dragged them out of their core purpose, and consumer response confirmed it.

So as far as Mary-Kate and Ashley go, they found that they have dual marketing challenges at the same time. They have to keep some of their celebrity status with young tween girls, while moving away from that with teen girls, who aren't swayed as much by celebrities to make their purchases.

As of today, they've done very well at managing this transition. If they can do the same with young female women, they'll have a brand that will probably last for the duration of their lifetimes ... and beyond.

Other Mary-Kate and Ashley Resources:

Just Asking . . . Mary-Kate Olsen

Mary-Kate Olsen talks about life, role in 'The Wackness'

Mary Kate Olsen - she wants to be alone

Olsen twins outrage animal lovers

The Tao Of Mary Kate

OLSEN TWINS (MARY-KATE AND ASHLEY) FAN PAGE

Attack of the Fashion Gremlins

Mary-Kate and Ashley Home Essentials Collection Review

Mary-Kate and Ashley Home Essentials

Official Web Site

Entire Mary-Kate and Ashley Olsen Series:

Part One; Part Two; Part Three; Part Four; Part Five; Part Six