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Disney Stores to Get a Global Facelift
In 1987, the first themed retail environment -- The Disney Store -- opened in Glendale, CA. Hosting nearly 250 million customers annually, the store has more than 700 locations in 10 countries and offers worldwide access to Disney products through the Disney Store catalog and its Web site,
www.disneystore.com.
Kids today are not satisfied with a stuffed Mickey Mouse or a lunch box with Tinkerbell on it. They are computer-savvy, more comfortable with high tech than their parents.
To appeal to this young, more technology-oriented customer, the 13 year-old concept is getting a complete face-lift in the hopes of raising interest in all things Disney once again. Instead of flat exhibits of products, the new stores promise to be interactive and entertainment-filled, with an emphasis on technological elements.
Disney hopes the new store design, merchandise and ways to shop will pick up the sagging retail section of the Disney empire. Two of the new versions have opened, at South Coast Plaza in Costa Mesa, California, and Cherry Hill Mall in New Jersey.
The goal of the redesigned stores is to present a more flexible use of space and allow more redesigns in the future. The stores will be no larger, yet some 40 percent more merchandise will be displayed.
A digital media wall in the main display window is composed of eight video monitors arranged as a subtle allusion to Mickey Mouse. The new stores also include Access Disney, an online kiosk that lets customers order items not found in the store or buy theme park passes.
A Mickey-shaped computer station lets visitors play and sample Disney interactive games, featuring the extensive Disney collection of stories and characters. New merchandise has been introduced to entice price-motivated shoppers. In addition to apparel for all ages, home goods, including candles, frames and drinkware, are featured.
The company has no plans to open any new locations in the coming 18 months. Instead, Disney Stores are planning to redesign 30 of the existing stores in the coming year if the two already open prove to be successful.
The goal is to eventually change over its U.S. stores, with 350 projected to be completed by the year 2003. About 100 stores may be closed at the end of their leases, while others will get a less expensive, less extensive retrofit. The company plans to redesign more than 600 stores worldwide.
For more information, contact Sondra Haley at Disney Store, 818-265-3355, 500 Buena Vista St., Burbank, CA 91521.
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