Today’s Wall Street Journal had an article about Disney’s move into wedding dresses:
Disney has teamed up with couture bridal designer Kirstie Kelly to transform blushing brides into their favorite princesses, complete with billowing gowns and crystal tiaras. At a cost of $1,100 to $3,000 for each gown, brides will be able to walk down the aisle in dresses inspired by Cinderella, Snow White, Belle, Sleeping Beauty, Jasmine or Ariel.
There’s no other time in their life when a couple feels more like they’re living a fairy tale than on their wedding day. Disney recognized that and knew that every fairy tale needs a princess, and who better to create a princess out of a nervous bride than the company that brought to life Cinderella, Snow White, and Sleeping Beauty? (And, now that we know that the NYT article proclaiming 51% of all women to be unmarried is a load of hooey, they can feel confident that there’s still a market out there!) Some may balk at the thought of wearing a wedding dress from Disney (are you sure it’s not just for “dress-up?”), but a little nostalgia can go a long way. In some ways these dresses will be like “new vintage,” evoking the past but made with today’s styling and materials.
In fact, Disney is already in the wedding business:
The company has a popular wedding service at its theme parks. Thousands of couples have been married to such tunes as “Someday My Prince Will Come,” with their wedding rings offered up in a glass slipper before being whisked away in Cinderella’s coach. Yesterday, the company unveiled a new wedding-planning service from celebrity party planner David Tutera, starting at around $75,000 for 50 guests.
I think this is a great use of brand equity, the brand being not Disney, but each princess. It could create some tough decisions, though: What if you’ve always thought of yourself as a Snow White, but find that you like the Sleeping Beauty dress better? Personally, I can’t wait to see a bride walk down the aisle in the Ariel dress!