Friday, 12 December 2008

Disneymania Meets Couture:Disney Lifestyle Brand

For most people, Disney conjures up visions of fairy princesses, Mickey Mouse and the carefree days of childhood. For years, the Disney Corporation has used these images to build its empire of television and movie enterprises and resorts. Thus making it one of the most powerful brand names in the world---rivaling that of McDonalds. Thus, Disney’s entrance into the world of high fashion should not be such a shock to fashionistas worldwide.

Starting in 2002, the company tiptoed into high-end retail, seeking out partnerships with designers like Paul Smith, Vivienne Tam and Dolce & Gabbana. This very successful campaign has led to Disney’s venture into expensive home furnishings and hip jewelry. And to facilitate this journey, the corporation has created a variety of new brand names for the new couture fashions. The “upscale, high-glam” Disney Couture is primarily for women, while guys have Bloc28, a name that refers to Mickey Mouse’s debut in 1928. The labels, featured in fashion magazines like Vogue and worn by celebrities like Rihanna, are sold only in boutiques and in department stores like Bloomingdale’s and NeimanMarcus. Many consumers have noticed a similarity between Disney Couture and Juicy Couture.

Disney says that sales of its home and lifestyle products will total about $85 million in the next 12 months, making up one percent of the consumer unit’s revenue. Within five years, the company projects the category will deliver $500 million in sales a year.

Don’t believe me? Check these out!

-Contributed by Brianna Blackwood Mallory '12

1 comment:

  1. Jezebel had an article about the wedding dresses awhile ago. I'm a bit disappointed, since I don't feel that many of them match the inspiration.

    And Bloc28 is hideous, hi-de-ous. Of course, I've never understood why anyone would want to plaster themselves with logos anyway.