Most companies ignore the Immutable Law of Brand Extension and Disney is no exception. No market is ever too obscure or far-fetched to extend your brand into if there is money to be made in it, and how could a company stand by while so much hard earned cash is carelessly thrown away in a market sector it doesn’t have a toe-hold in? The answer is, get in there and grab a share!
The result is Disney Bridal (yes, really), a collaboration between Alfred Angelo (who?) of Philadelphia, PA and the Walt Disney Company of Burbank, CA. Let’s start with some choice quotes from the press release:
Dreams do come true, especially for women who grew up dreaming of a fairy tale wedding modeled after their favorite Disney Princess character……..the bridal gown collection is inspired by the essence, style and personality of seven iconic Disney Princess characters: Ariel, Aurora/Sleeping Beauty, Belle, Cinderella, Jasmine, Snow White and Tiana.
“This collaboration is a wonderful testament of two long-standing, established and respected industry leaders…the magic and storytelling heritage of Disney and the internationally renowned bridal fashion of Alfred Angelo”
“Every bride wants to be a princess on her wedding day, and through this collaboration with bridal fashion experts Alfred Angelo, we can now extend the reach of the Disney Fairy Tale Weddings brand and make beautiful Disney Princess-inspired gowns accessible to all brides at a broad retail distribution and affordable prices,” says Pam Lifford, executive vice president, global fashion and home, Disney Consumer Products.
Michael sought to capture every girl’s fantasy of feeling like a princess on her wedding day, while being inspired by the magic and identity of each Disney Princess.
So, there is plenty of the usual huff and puff you’d find in the press release. But how about the dresses themselves? Let’s have a peek, along with the descriptions for each.
The treasures of the sea inspired Ariel’s gown. The mermaid silhouette features re-embroidered lace, pearl beading, and sequin sparkles.
Aurora/Sleeping Beauty’s gown is romantic with a dreamy, willowy skirt for this slumbering princess.
Belle’s wedding dress, with a draped waistline is inspired by the iconic ballroom dance scene from the film and focuses on making a grand entrance.
Cinderella’s gown radiates with sparkle as its inspiration is the fairy tale’s enchanted glass slipper.
Yes, but does it include a glass slipper as part of the outfit? If not, I’d feel cheated.
Jasmine’s wedding dress conveys freedom and individuality and as a result her shimmering soft satin gown is exotic with a bejeweled neckline and low cut back.
Snow White’s dress is inspired by nature, beauty and grace like the Disney Princess character herself.
The regal, one-shoulder taffeta gown for our newest princess, Tiana, reflects her independent spirit with an asymmetric bodice and ruched skirt.
All-new for 2011 and just in time for the fabulous (and coincidentally timely) release of the hilarious Disney classic, Tangled, comes this latest addition to the collection!
So there you go. The dresses range in price from a lot to a very lot and naturally have all the uniqueness that a Dow Jones company like Disney is renowned for. Being a guy with no fashion sense, I am nonetheless confident in saying that these dresses use the term “inspired” in the loosest way possible.
I’m sure even Disney knows that real inspiration for clothing like this comes from the character’s clothes more than anything else.
Thankfully, my fiancée saw right through the whole thing (she came up with the title of this post) as soon as she saw the ad in the Knot magazine. Head on over to her blog see why she won’t be getting one of these dresses.