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Disney finds cool

March 14, 2006

Influx is always being asked for examples of how big brands get cool, so here is a great example.

Disney maybe one of the most recognizable brands in the world, but it isn’t typically regarded as being cool. In clothing, the brand is best known for putting its characters on cheap t-shirts and peddling these wares at its theme parks and own brand stores.

However, with some smart thinking and stealth marketing, Disney has created something of a cool fashion brand with Disney Couture. The brand’s inspiration came from Andy Mooney’s (Disney’s Head of Consumer Products) visit to the company’s archive of early illustrations.

The Couture line is licensed by DOE who manufacture and distribute fashion lines that include T-shirts that retail for between $60-$100. These shirts are based on original Disney art from the 1920s-1940s.

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