Dualstar Entertainment Group LLC: Foundation of the Empire - Selective Merchandising
Another big change the young ladies went through was the willingness to be more selective in their merchandising. Rather than a scattered approach, where they almost tried anything and were loathe to drop a product, they completely changed that around.
What made them finally realize the need to do this was they were having trouble maintaining the core identity of their brand. So with the help of their new CEO Diane Reichenberger, they went through their products and in some cases got rid of entire categories they had included in their lines.
If it didn't fit with their corporate image and purpose, they started to drop a variety of items.
Another selective practice they embraced was the willingness to turn down deals that didn't make sense over the long-term, or they didn't feel had the integrity connected to them they demanded.
That has also disciplined them to focus primarily on the brand, rather than their celebrity appeal, which can only go so far for anybody.
The entire purpose of this process was to learn to do everything in light of the long-term building up and stability of the brand.
The balancing act is to continue to take advantage of having the public aware of them, without it undermining or diluting their brand; making it seem more of a fad than a serious business. They've come a long way toward successfully accomplishing that task.
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
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
Entire Mary-Kate and Ashley Olsen Series:
Part One; Part Two; Part Three; Part Four; Part Five; Part Six
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Dualstar Entertainment Group LLC: Foundation of the Empire - Becoming Major BrandThe strategy to enhance the Dualstar brand has started to pay off after several years, as in a number of categories it has become the No. 1 selling brand... [Read More]
Tracked on: August 2, 2008 3:43 PM | Permalink to Trackback