Disney Says "I Do" to Building Long-Term Value
One of the best emotional brands in the world has done it again.
Disney announced that it would launch its first line of wedding gowns this June. The “Fairy Tale Collection,” by Los Angeles bridal designer Kirstie Kelly, is moderately priced and draws inspiration from Disney characters like Belle, Sleeping Beauty, and Snow White.
This new line of dresses is Disney's way of building lifetime value for its young female consumers who have grown up with the brand. The dresses will serve as an add-on service to its Fairy Tale Weddings & Honeymoons service launched in 1991 which hosts 2,000 weddings every year.
In a BusinessWeek article, Marc Gobé, author of the newly released Brandjam: Humanizing Brands Through Emotional Design, says that Disney will find a built-in audience by saying to young women “We can help you bring that dream into your life.”
Disney is proof that age-old brands can continue to find new ways to reinvent itself to build long-term value.
