Disney store


Even The Walt Disney Company, which has arguably some of the most recognisable brands and ‘magical’ experiences in the world, is losing out to ecommerce.

The company has announced it is ‘reimagining retail’ both online and in its bricks-and-mortar stores in an effort to win back shoppers and remain relevant in the changing retail landscape.

A new prototype store design is currently being tested in the US, Japan and China, which brings some Disney magic into the retail space. Giant video screens show a daily live stream of a Disney Parks parade, with shoppers sitting on cushions to watch the spectacle, and a nightly digital fireworks display.

Customers will also be treated to special birthday celebrations and can interact with cast members, as well as shopping products from Disney, Pixar, Marvel and Star Wars ranges.

Disney store

A Disney store at Westfield Century City in Los Angeles.

“No one creates experiences like Disney, and our pilot stores will be testing grounds for interactive features that will differentiate the Disney shopping experience in the changing retail landscape,” said Disney consumer products and interactive media chairman Jimmy Pitaro.

“Online, shopDisney is the ultimate destination for the most extensive collection of curated merchandise from our stores, parks and licensed partners. This combination creates a powerful omnichannel experience that represents the next generation of Disney retail.”

The company is also focused on targeting a wider demographic that includes its traditional audience—children and families—along with fashion-forward adult shoppers.

shopDisney, the new online store, will offer co-branded products from brands including Coach, Le Creuset, Spyder and Steiff, along with exclusive capsule collections from fashion brands.

“We know our fans are looking for a one-stop shop to find the most compelling product out there and with shopDisney we are uniquely positioned to curate the very best of Disney, Pixar, Star Wars and Marvel merchandise,” said Paul Gainer, executive vice president for Disney Retail.

“We’ve also added product categories and brands that speak to new audiences following the success of our collaborations in the fashion space.”

The bricks-and-mortar stores are also geared toward an expanded audience, moving away from a child-centric assortment to incorporate products for all ages.

“We are a storytelling company and our vision was to create a retail space that reflected our heritage,” said Gainer. “Our stores are destinations and gathering places for fans of our iconic brands, and are often their closest physical Disney touch point so creating an authentic brand experience is key.”


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