Listening to Brands: Disney X Gucci

The company ’s social media presence I observed was one of Disney's  products: Disney joint collaboration with Fashion. This company is not only loved by young people, but also by adults. Disney has the largest amusement park in the world, as well as its own specific dolls. Basically everyone will know this brand. I think the company has become a high-profile brand this year. There are many other brands of merchants working with their companies. The best seller is their protagonist Mickey Mouse. Disney's value proposition is to make everyone have a good childhood. Recently, more and more people are buying products related to Mickey. With the arrival of 2020, rats have become one of everyone's favorite cartoons.

In 2020, Mickey Mouse will become one of the most popular singles. Many big-name clothing or large shopping malls will cooperate with Disney. People not only see Mickey's logo on clothes, but also Mickey's logo on daily necessities. According to social networking sites, it can be concluded that Disney's cooperative products have become the hottest single product today. I see various stars or people buy Disney collaboration models on many social networking sites and upload them to social networking platforms through shooting products. This allows more people to buy them. To my surprise, after the collaboration between Disney and Gucci, it was loved by many people. Every day someone buys these partnerships and uploads them to social media and has hundreds of posts with a hashtag (#DisneyXGucci). Here are some examples:

From these few posts you can know the popularity and influence of DisneyXGucci. Although we all know that the Gucci brand is very expensive, people are also willing to spend money on these products. People buy these items according to fashion trends, which brings great benefits to the company. I think this is an endorsement of Disney products by adults. They try to increase sales through cooperation.

The challenge here is the design team of DisneyXGucci. Their design should not only retain the brand image of Disney, but also meet people's favorite. Disney companies are mainly dolls, and have never entered the luxury goods industry to design their products. This is challenging for working with a clothing industry. And cartoon-based design is more difficult to meet people's aesthetics, because not everyone can accept this design. Adults will think that this design is not suitable for their age, so the design team needs to spend a lot of experience to complete their design draft. However, Disney's partners are expensive luxury goods companies, which is also considered to be an unacceptable price.

In this cooperation, due to better sales volume, the company did not make an exact response to customers. I don't think they need to respond, because they don't get customer dissatisfaction with the brand. I think this cooperation is a very good decision for the company, because 2020 is the year of the rat, and design items with mice will surely get good sales.

If I were a brand manager, I would agree with this decision because it would bring good benefits to the company. Not only will this increase brand awareness, it will also allow more adults to embrace the brand. Specifically, I will also help the company promote its products so that more people will recognize our product designs. In this assignment I learned that marketing and product quality have a very important relationship, and they all have some influence on each other.

Marketing in the News

The main content of this article is that Barneys, a luxury department store chain, has declared bankruptcy due to the decline of the retail industry and high rents. Rising rents in prime locations have put many retail stores at risk, and with the advent of the online world, online shopping has become a trend. The flow of people to physical stores is gradually decreasing, and people are enjoying online shopping. The company's new plan is to close stores in Chicago, Las Vegas and Seattle, and the remaining stores will undergo restructuring plans. This plan can reduce their losses. As online shopping continues to evolve, many retailers are facing the same problem. The challenge these retailers need to overcome is to increase foot traffic. They need to attract more customers with innovative and unique store designs. People like new things, and the company should regularly change store designs to attract customers. If I were a brand manager, I would design each store differently. This makes every customer want to go to different stores to buy goods. I think increasing traffic is the best change for retailers. In this article I learned that online shopping is gradually replacing retailers. More and more people like to shop online.

Reference: Grothaus, M. (2019, August 6). Iconic department store chain Barneys is filing for bankruptcy and closing most stores. Retrieved from: https://www.fastcompany.com/90386342/iconic-department-store-chain-barneys-is-filing-for-bankruptcy-and-closing-most-stores?partner=rss&utm_source=rss&utm_medium=feed&utm_campaign=rss+fastcompany&utm_content=rss?cid

ABOUT ME

Hi! My name is Wanying Luo. Everyone would call me Scarlett. My hometown is in China. I have been studying in America for three years, and I live in Corvallis, Oregon now. I have to take this course because of the demand of my major course. I am not a business/marketing major. My major is Merchandising management. The most interested in learning about marketing is learn what's happening in their industry. I am a traveler. In the past year, I have been to many cities in Korea, Canada, the United States, and so on. I really enjoy going to different places to experience the local culture. Almost every vacation I go to a city I have never been to. I think this is a very decompression method. This is some information about me, and I'm very happy to meet everyone.