Consumer Behavior - Disney

Disney Store is a worldwide chain of stores offering exclusive Disney items and merchandise. Products sold at World of Disney include backpacks, books, children’s apparel, clocks, collectibles, costumes, dolls, gifts, sleepwear, slippers, socks, souvenirs, stationery, sunglasses, sweatshirts, watches, etc. Since majority of the products cater to the teenagers, the ideal target segment would be young boys and girls in the age group of 4 to 15.

 I visited the Walt Disney Store at Times Square which is the official destination for Disney shopping in New York City. The store design is pretty impressive and captivates the true essence of all the Disney characters. One-half is filled with Barbie and dolls targeting the young girls while the other half is full of Marvel costumes and toys targeting the boys. The staff is helpful and very committed. To my surprise, the customer profiles were diverse which included families, kids, and people of all ages. Since the Disney Store is in Times Square, it attracts many tourists. Majority of the tourists bought souvenirs to take back home.

 The store also endorses Star Trek and Marvel merchandise which attracts people of all ages as they have a true connection with the movie characters. The layout of the store has been designed smartly to satisfy all kinds of customers. There is a beautiful palace sort of setup on the second floor, representing the Cinderella character. Young girls try out the new dresses inside the palace and feel like a princess; this has resulted in at least three in five girls asking their parents to buy the dress for them. Such a set up impacts the young audience in buying the dress which is a unique strategy.[pic 1]