THE most expensive piece of clothing sold by the Walt Disney Company six years ago was a $75 sweatshirt embossed with a mug shot of Mickey Mouse. By Magic Kingdom decree, home furnishings were required to exhibit at least one Disney character, leading to children’s play rugs ($65, in Pluto) and nightlights ($9.95, in Winnie the Pooh).
Disney still peddles all those things. But now the company also sells $3,900 designer wedding gowns — no characters in sight — and women’s cashmere sweaters “inspired by Tinker Bell.” Interior design offerings include $2,800 leather club chairs and $6,000 chandeliers patterned after the Art Deco décor in Mr. Disney’s former office. One of the company’s new products: couture soap.
Welcome to Disney, the “lifestyle brand.”
Shoppers may be surprised to learn that these pricey and Mickey-free products are from the same company that foisted “Hannah Montana” on the world and turned singing Chihuahuas into a cultural touchstone. While some of the items have recognizable characters on them, others contain only winks and nods to the company’s animated movies and theme park rides. And sometimes the only hint of Disney’s involvement is on the label.
Lindsay Bern, a makeup artist for Smashbox Cosmetics, was so delighted with a lavender and silver tote bag that she received as a gift from a friend that she started using it immediately. Then, while on an airplane, a flight attendant commented on her “Alice in Wonderland” bag. “I thought she was crazy until I started looking at it more closely, and, sure enough, there was a subtle Alice hiding in the design,” Ms. Bern said.
The Disney brand, of course, is one of the most powerful in the world. It connotes quality and creativity, but also carries a strong whiff of mass culture — which can turn the noses of fashionistas skyward. It is difficult for many upscale customers and boutiques to take Disney seriously. Of her bag, Ms. Bern said, “I’ll admit it: I liked it better when I didn’t know it was from Disney.”
But Disney has been working hard to improve its image. Starting in 2002, the company tiptoed into high-end retail, seeking out partnerships with designers like Paul Smith, Vivienne Tam and Dolce & Gabbana, who created a $1,400 sequined Mickey Mouse T-shirt. Andy Mooney, chairman of Disney Consumer Products, thought that a smattering of designer clothes featuring Disney characters in fresh ways would gain the attention of fashion-forward shoppers. The goal was to stretch the brand a bit while adding buzz.
Now Mr. Mooney is going further, asking people to think of Disney as a brand of luxury clothing, expensive home furnishings and hip jewelry. Lest anyone be confused, the company has created labels to differentiate the new merchandise from what it sells at Disney Stores and theme parks. 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 Neiman Marcus.
full article at New York Times.
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