Of mice and women
And you thought Disney is only for kids! Disney Consumer Products (DCP), the merchandising arm of The Walt Disney Company, is venturing into the high-end couture space with clothes and fine jewellery for women. Disney is looking to target adults with products that are more expensive than those for its usual target audience of under-14. The company is understood to be readying to launch a couture label with fashion designer Manish Arora. Says Roshni Bakshi, Director, Disney Consumer Products (India): “We have come up with a limited edition couture line sporting glittery Disney characters with Manish Arora. This range has already been launched on the catwalk in Paris as well as at the Wills India Fashion Week (WIFC). Currently, they are being showcased across the globe and they will come into the stores in August or September 2008.”
Fabricated in platinum and gold with diamonds, the jewellery comprises of neckpieces, earrings and rings, and is priced upwards of Rs 25,000 and targeted at women over 25. The designs are inspired by Disney stars, including Mickey and friends, Winnie the Pooh and Disney princesses.
Says Bakshi: “The core of Disney is in its ageless stories, both old and new. While these stories appeal to children, they also appeal to adults. The other consumer insight that we got was that the woman of today has a little bit of child in her—that’s where Disney comes in. Hence, the Disney line of jewellery has characters that she has grown up with and can identify with.” Adds Rajiv Popley, Director, Popley Group: “The visual elements of the pieces are their main USP. We are tapping into the special emotions that the Disney brand evokes.”
Indeed, Disney is no stranger to this business. In the US, Disney Consumer Products has a couture line for fine jewellery called Disney Couture. The company also has designer apparel for women. It makes wedding gowns with Kirstie Kelly, a well-known couture house in the US, and also works with wellknown brands like IceBerg and Dolce & Gabbana.
—Anusha Subramanian
