Metersbonwe unveils Disney collection in Shanghai
Metersbonwe, a Chinese casual apparel brand, launched its Disneythemed summer collection at its flagship store along Shanghai’s East Nanjing Road on March 21, signaling its attempt to tap onto the buzz that is building up ahead of Disneyland’s grand unveil on June 16.
Occupying about 600 square meters, Metersbonwe offers customers up to 1,000 different Disneythemed apparel featuring classic characters such as Mickey and Minnie Mouse, as well as the brand’s iconic Princesses and superheroes.
“These clothes will be made available this summer in all our physical stores, and attires themed with the latest Disney animated blockbuster Zootopia will also be launched soon,” said Zhang Xin’ai, branding director of Shanghai Metersbonwe Fashion & Accessories Co Ltd, the parent company of Metersbonwe.
Like many global clothing brands, Metersbonwe has cooperated with a variety of partners from the cartoon, music and sports industries to diversify its product line and attract consumers aged between 18 and 25 years old.
“Last year, we released authorized trial products which were wellreceived. This time, we have decided to work together to launch themed products for this summer, and there are also more autumn products in the pipeline,” said Zhang, who is looking forward to working with Disney in the long term.
“The classic characters of Disney animation pictures used to bring great happiness and joy for many Chinese people during their childhoods, so our new products will try to bring back those warm memories,” she added.
Since the opening of its first store in Wenzhou, Zhejiang province, in 1995, the Metersbonwe group now operates 4,500 physical stores, four apparel brands (two for adults and two for children) and two e-commerce brands across China.
Their five-storey East Nanjing Road flagship store was opened in 2007 with a total sales space of about 5,000 square meters.
Many big-name brands have been launching cross-industry products in China to tap onto the massive Chinese consumer product market.
During an exclusive interview with China Daily, Jeffrey Godsick, president of Twentieth Century Fox consumer products, said the flagship stores of the popular animated sitcom The Simpsons are scheduled to open in Beijing and Shanghai in the first half of this year. These physical stores will be the first of their kind in the world.
The decision to work with Chinese partners for this opening was based on Twentieth Century Fox’s familiarity with Chinese audiences.
Last year, Disney had chosen Shanghai as the place to open its first flagship store on the Chinese mainland. It is to date the world’s largest Disney store.
Zeng Hongshan, a professor from the Zhongnan University of Economics and Law, was quoted by the China Economic Herald saying that more of such stores could soon be opening across the country as China’s growing movie and television industries will continue to attract many investment opportunities for derivative products sales.