Disney Luxe: Building a Lifestyle Brand from Wedding Gowns to Outdoor Furniture


We knew Disney had entered the upscale apparel market with pricey T-shirts at Fred Segal and adorable jewelry from Kidada Jones, but we really had no idea how far it had delved into the luxury lifestyle market. The NYT outlines the company's efforts to move from cartoonish connotations to coveted consumer offerings from wedding gowns to furniture. GM of Disney Consumer Products Donna Sheridan told the paper: "the company wants people to think of Disney as more of a J. Crew than a family fun factory." Though J.Crew has been going even more upscale of late with Italian leather luggage running in the four figures, Disney's price tags are even higher:

"...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."

Along with Jones' gems (a top-selling bracelet shown right), other LA designers have gotten into the act, including a Snow White and the Seven Dwarfs-based collection from Charlotte Tarantola and, coming soon, dresses from Sue Wong with a Fantasia color palette.
· Disney, by Design [NYT]
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