Disney Goes After The Bridal Market

Disney Castle.jpg

This is an interesting move that I think will prove to be a successful one for Disney.

So many brides say they want to look like a princess on their wedding day – and now we're about to find out if they really mean it.

The Walt Disney Co. has teamed with bridal designer Kirstie Kelly to create a collection of gowns inspired by favourite Disney princess characters, Cinderella, Sleeping Beauty, Snow White, Ariel from The Little Mermaid, Belle from Beauty and The Beast and Jasmine from Aladdin.

One of the best ways for a company like Disney to expand on the brand is to play to the emotions of adults who have fond memories of Disney in their childhood. Will women pay for the chance to feel like Cinderella, or will a Disney dress make them feel like a kid again? The latter could be trouble, but I think careful marketing can help to avoid it.

  • I’m wondering what message the bride-to-be sends to her fiance when she says she’s choosing a Little Mermaid wedding dress…

  • Disney has worked the market for weddings and honeymoons at the park for years. This seems like a logical marketing extension. They will sell more to the folks coming to the part for their wedding and reach a whole new market of folks who want to get married somewhere else, but who love Da Mouse.