Disney has ventured into the apparel business in India, targeting the kids segment, with the launch of ‘Disney Jeans’, its first non-character based clothes line. The launch also marks the opening of ‘Disney Jeans Stores’ in India, where exclusive ‘Disney Jeans’ merchandise will be available.
Announcing the launch, Rajat Jain, MD, the Walt Disney Company (India), said, “The launch of Disney Jeans is an exciting milestone as we continue to build the depth and breadth of Disney brand among new consumers in India. We are focused on delivering internationally successful products that appeal and offer great quality, ‘fashionability’ and functionality and are appropriately customised for the local consumers.”
Kids fashion wear is driven by both character and non-character merchandise, but the non-character segment in India still constitutes nearly 85 per cent of the market. This new initiative from Disney is seen as a bid by the Group to tap into this large market.
With international styling and design, the company is targeting kids aged between four and 14, who are increasingly getting conscious about their apparel and the latest trends. Lester W Lee, Regional Director, Softlines - Disney Consumer Products, said, “We will work closely with Indus Clothing to cater to the tastes of Indian families, just the way families across the world have embraced it. We wanted to create a non-character apparel brand that kids like. Ultimately, the range will evolve to provide a total head-to-toe fashion experience for kids.”
Disney is planning an extensive 360-degree marketing campaign for the promotion of this initiative. TVCs are expected to start from next month and many innovative marketing initiatives have been planned by Indus Clothing to increase product visibility. “We have aggressive marketing and promotional plans to build and strengthen our portfolio of brands in India,” said H P Singh, MD, Indus Clothing Ltd.
This line, already launched in some Asian countries like Taiwan, Thailand, and China, is also available in European countries like France, Italy, Spain and Belgium, and will be shortly launched in other parts of Europe and North America as well.