Meters­bonwe un­veils Dis­ney col­lec­tion in Shang­hai

China Daily (Canada) - - SHANGHAI - By WANG YING in Shang­hai

wang_y­ing@chi­nadaily.com.cn

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.

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