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הכתבה הזו מתייחסת למוצרים של מרי-קייט ואשלי ושהן הנשים החזקות ביותר בעולם יותר ממרתה סטיורט מי שהיא לא תהיה למי שלא מבין אני יתרגם את זה וזה יהיה מוכן אולי מחר... Olsen twins try to out-Martha Ms Stewart Mary-Kate and Ashley unveil Wal-Mart line Daphne Gordon Entertainment Reporter Say goodbye to Martha Stewart; say hey to Mary-Kate and Ashley Olsen. The girls who got their start as actresses on the sitcom Full House as infants have since gone on to become the branding success story of the kids market, and they´re only 15 years old. "We´re excited to be launching our line of fashion, home and beauty products to Canadian girls," said Mary-Kate yesterday at a news conference to announce that the line will appear at Wal-Mart stores across Canada by mid-February. She and sister Ashley finished each other´s sentences and read from handwritten notes on a wrinkled piece of lined paper. The announcement suggests that the girls seem to be following the formula for global branding success pioneered by lifestyle diva Martha Stewart, who sells her line of home products at K-Mart. But can they do it? Stewart had a big-business background when she started her multimedia career in the early ´80s, while the Olsen twins are still working on their high-school diplomas. If their success in the entertainment industry is any indication, the girls stand to become marketing mavens even more powerful than Stewart. Their entertainment production company, Dualstar, reaches far and wide in such media as books, videos, music, movies and video games, and the blonde mini-bombshells are now turning their focus to fashion and lifestyle products aimed at tween-age girls. The trendy but not-too-sexy Mary-Kate and Ashley fashion line is now available in the U.S. at Wal-Mart stores and it´s in the midst of expanding into 150 Asda stores in Britain and 196 Wal-Mart stores in Canada. It includes such diverse products as sportswear, swimwear, eyewear, underwear, sleepwear, bedding, shoes, hair accessories and bags. The twins also have products aimed at toddlers, and are set to add bathroom accessories, makeup, and hair care products any day now. Long-term plans include a move into the boys market. "We think it could become one of the most successful product launches, if not the most successful, in our company´s history," said Andrew Pelletier of Wal-Mart Canada. The line is already the most successful girl´s line in the U.S., and it could be because Mary-Kate and Ashley, with the help of their manager Robert Thorne, have torn a page from the Martha manual for taking over the world. First, just as Martha is known for her intimate involvement with the creation of her products, so do Mary-Kate and Ashley maintain control over their collection. "Nothing is on the floor unless we feel it´s right for the brand and exciting for the girls," said Mary-Kate, the more talkative and outgoing of the non-identical twins, at yesterday´s news conference in the Four Seasons Hotel. They help brainstorm to identify fashion trends, look at sketches, and pick fabrics in the creation of their fashion line, explained Ashley. For next spring, they´re hot on florals, lace and graffiti, said the diminutive girls, who were dressed "the same but different" in faded blazers of different colours, tight jeans and spiky black Jimmy Choo boots they bought on sale. Also just like Martha, Mary-Kate and Ashley first earned their popularity on the small screen, using their own lives as inspiration. While in her series about entertaining, Martha draws from her life experience to help viewers deal with problems such as how to decorate a Christmas tree, Mary-Kate and Ashley help their viewers tackle problems such as having divorced parents in the show So Little Time, which airs on YTV in Canada. As well, the twins, who split their time between the homes of their divorced parents in Los Angeles and attend a private school there, have their own self-titled magazine. With content about fashion, relationships, decorating and entertainment, the magazine reads like one long advertisement for the Mary-Kate and Ashley line of products, much as Stewart´s magazine, Martha Stewart Living, promotes her products. Then there´s the key exclusive contract for consumer products with a mainstream department store. While Martha Stewart´s line for K-Mart is expertly designed, the price point on bedding, window treatments, flatware, cookware, towels and dinnerware make it affordable for the masses. K-Mart´s distribution and marketing machine has helped make Martha a household name, but the store has recently filed for bankruptcy. Stewart has said she´ll stick with the chain in the hopes that it will solve its financial problems. Likewise, Mary-Kate and Ashley´s collection is designed with a high-end feel, but is priced to please the masses at Wal-Mart, which has more stores than K-Mart and isn´t likely to go bankrupt anytime soon. While there are many similarities between the two brands, there are also some differences, and Mary-Kate and Ashley seem to come out ahead. First, they carry a larger range of products than Martha, who is limited to home products. The Mary-Kate and Ashley collection focuses on fashion, but is moving into home products as the girls mature. Plus, they support sales through more and bigger media outlets than Martha. While she sticks to TV, radio, newspapers and the Internet, Mary-Kate and Ashley are getting set to shoot their first feature film this year, and are currently negotiating with three major pop labels for a musical career. That´s in addition to television, direct-to-video movies, games, serial books and dolls. Third, they got started a lot younger. While Martha came on the scene in her late 30s and built her empire slowly, Mary-Kate and Ashley have been hard at it since birth, giving themselves a shot at becoming the most powerful women in the world long before they approach middle age. But the girls also face struggles. They have to juggle school and work — a challenge Martha never had to meet. "We´re kind of exhausted from mid-terms," said Mary-Kate yesterday. "We´re worried about college right now," she added, explaining they hope to attend an east coast school, but aren´t sure which one. Plus, they have to do chores, just like other girls their age. "We have to clean our rooms and feed the dogs," said Mary-Kate. "And I used to have to vacuum," said Ashley, smiling. "But I don´t do that any more."
הכתבה הזו מתייחסת למוצרים של מרי-קייט ואשלי ושהן הנשים החזקות ביותר בעולם יותר ממרתה סטיורט מי שהיא לא תהיה למי שלא מבין אני יתרגם את זה וזה יהיה מוכן אולי מחר... Olsen twins try to out-Martha Ms Stewart Mary-Kate and Ashley unveil Wal-Mart line Daphne Gordon Entertainment Reporter Say goodbye to Martha Stewart; say hey to Mary-Kate and Ashley Olsen. The girls who got their start as actresses on the sitcom Full House as infants have since gone on to become the branding success story of the kids market, and they´re only 15 years old. "We´re excited to be launching our line of fashion, home and beauty products to Canadian girls," said Mary-Kate yesterday at a news conference to announce that the line will appear at Wal-Mart stores across Canada by mid-February. She and sister Ashley finished each other´s sentences and read from handwritten notes on a wrinkled piece of lined paper. The announcement suggests that the girls seem to be following the formula for global branding success pioneered by lifestyle diva Martha Stewart, who sells her line of home products at K-Mart. But can they do it? Stewart had a big-business background when she started her multimedia career in the early ´80s, while the Olsen twins are still working on their high-school diplomas. If their success in the entertainment industry is any indication, the girls stand to become marketing mavens even more powerful than Stewart. Their entertainment production company, Dualstar, reaches far and wide in such media as books, videos, music, movies and video games, and the blonde mini-bombshells are now turning their focus to fashion and lifestyle products aimed at tween-age girls. The trendy but not-too-sexy Mary-Kate and Ashley fashion line is now available in the U.S. at Wal-Mart stores and it´s in the midst of expanding into 150 Asda stores in Britain and 196 Wal-Mart stores in Canada. It includes such diverse products as sportswear, swimwear, eyewear, underwear, sleepwear, bedding, shoes, hair accessories and bags. The twins also have products aimed at toddlers, and are set to add bathroom accessories, makeup, and hair care products any day now. Long-term plans include a move into the boys market. "We think it could become one of the most successful product launches, if not the most successful, in our company´s history," said Andrew Pelletier of Wal-Mart Canada. The line is already the most successful girl´s line in the U.S., and it could be because Mary-Kate and Ashley, with the help of their manager Robert Thorne, have torn a page from the Martha manual for taking over the world. First, just as Martha is known for her intimate involvement with the creation of her products, so do Mary-Kate and Ashley maintain control over their collection. "Nothing is on the floor unless we feel it´s right for the brand and exciting for the girls," said Mary-Kate, the more talkative and outgoing of the non-identical twins, at yesterday´s news conference in the Four Seasons Hotel. They help brainstorm to identify fashion trends, look at sketches, and pick fabrics in the creation of their fashion line, explained Ashley. For next spring, they´re hot on florals, lace and graffiti, said the diminutive girls, who were dressed "the same but different" in faded blazers of different colours, tight jeans and spiky black Jimmy Choo boots they bought on sale. Also just like Martha, Mary-Kate and Ashley first earned their popularity on the small screen, using their own lives as inspiration. While in her series about entertaining, Martha draws from her life experience to help viewers deal with problems such as how to decorate a Christmas tree, Mary-Kate and Ashley help their viewers tackle problems such as having divorced parents in the show So Little Time, which airs on YTV in Canada. As well, the twins, who split their time between the homes of their divorced parents in Los Angeles and attend a private school there, have their own self-titled magazine. With content about fashion, relationships, decorating and entertainment, the magazine reads like one long advertisement for the Mary-Kate and Ashley line of products, much as Stewart´s magazine, Martha Stewart Living, promotes her products. Then there´s the key exclusive contract for consumer products with a mainstream department store. While Martha Stewart´s line for K-Mart is expertly designed, the price point on bedding, window treatments, flatware, cookware, towels and dinnerware make it affordable for the masses. K-Mart´s distribution and marketing machine has helped make Martha a household name, but the store has recently filed for bankruptcy. Stewart has said she´ll stick with the chain in the hopes that it will solve its financial problems. Likewise, Mary-Kate and Ashley´s collection is designed with a high-end feel, but is priced to please the masses at Wal-Mart, which has more stores than K-Mart and isn´t likely to go bankrupt anytime soon. While there are many similarities between the two brands, there are also some differences, and Mary-Kate and Ashley seem to come out ahead. First, they carry a larger range of products than Martha, who is limited to home products. The Mary-Kate and Ashley collection focuses on fashion, but is moving into home products as the girls mature. Plus, they support sales through more and bigger media outlets than Martha. While she sticks to TV, radio, newspapers and the Internet, Mary-Kate and Ashley are getting set to shoot their first feature film this year, and are currently negotiating with three major pop labels for a musical career. That´s in addition to television, direct-to-video movies, games, serial books and dolls. Third, they got started a lot younger. While Martha came on the scene in her late 30s and built her empire slowly, Mary-Kate and Ashley have been hard at it since birth, giving themselves a shot at becoming the most powerful women in the world long before they approach middle age. But the girls also face struggles. They have to juggle school and work — a challenge Martha never had to meet. "We´re kind of exhausted from mid-terms," said Mary-Kate yesterday. "We´re worried about college right now," she added, explaining they hope to attend an east coast school, but aren´t sure which one. Plus, they have to do chores, just like other girls their age. "We have to clean our rooms and feed the dogs," said Mary-Kate. "And I used to have to vacuum," said Ashley, smiling. "But I don´t do that any more."