So what’s the biggest change that The Children’s Place retail chain has made so far at the Disney Stores?
Well, they reworked the store’s logo. With the hope that this might then help make the Disney Store seem a little bit hipper, a little more “part of the now.”
Photo by Jeff Lange
And — at least at the new prototype store at the Westfield Shoppingtown Mall in Trumbull, CT. — the Disney Store’s front window displays now have this sort of “Gap for Kids” thing going on.
Photo by Jeff Lange
But the big change here? It isn’t that new logo, or the store’s front display windows. Or even the clothes that are displayed in those windows. But — rather — the sign in the window directly above those clothes. More importantly, what that sign says.
Photo by Jeff Lange
You get the message that the folks at The Children’s Place are trying to get across here yet? That — for the first time in years — there’s finally a reason to go back to the Disney Store. And that is: Disney quality merchandise at a very un-Disney-like price.
Oh, sure. The 11-foot-tall Sorcerer Mickey that towers over the center of the store is fun.
Photo by Jeff Lange
As are the two giant Donald & Daisy heads that you’ll find at the very back of the store. Where kids can then sit on their giant duck bills and watch the video wall.
Photo by Jeff Lange
And it’s great that this prototype store seems so kid-friendly. With its “Peter Pan” themed dressing room …
Photo by Jeff Lange
… with a Disney Princess-sized mirror and stool on one side …
Photo by Jeff Lange
… and a fearsome crocodile-shaped chair (for brave little boys to sit in) on the other.
Photo by Jeff Lange
And it’s nice to see that the store’s cash wrap area is also a fun looking environment. With those giant ears behind the counter, as well as those Mickey’s hand & foot-shaped merchandise bins loaded with low-priced impulse items (Right where the customers can see them as they stand in the check-out line).
Photo by Jeff Lange
But the real key to understanding what the people at The Children’s Place are trying to do with the Disney Store chain are the signs like this:
Photo by Jeff Lange
Which actually use Disney characters to get across the message that — for the first time in years — there are bargains to be found at the Disney Store.
But will this repositioning of the brand actually work? The folks at The Children’s Place certainly seem to think so. That’s why they’ve tentatively planned to redo 30 other Disney Stores in the chain by the end of this year. All with the hope that this bold new look (More importantly, this new emphasis on authentic Disney merchandise being available for purchase at “value” pricing) will convince consumers to come back, to give the Disney Store retail chain another chance.
So what do you folks think? Will this redesign and the refocusing on more affordable merchandise be enough to convince you to go back to your local Disney Store? And — if not — why not?