Retailers are attempting to create their very own fairy tales by mirroring the success of ‘Frozen mania’ in 2014.
The 2013 film pushed a 7% increase in full-year consumer product sales in 2014. In March that same year, Frozen overtook Toy Story 3 to become the ‘highest-grossing’ film.
This year Cinderella is likely to bring positive results to Disney. The film released last month has attracted retailers JC Penney, Mac and Morgan Taylor, all looking to capitalise on the film’s success.
Janet Wasko, author of Understanding Disney: The Manufacture of Fantasy highlights Disney’s earning potential as the company, “holds an almost sacred place in the lives of many Americans”. Wasko goes on to argue:
"The aggressive marketing of a multitude of Disney products through a wide range of distribution channels all over the world has contributed to a proliferation of Disney images and characters- Disney products are almost everywhere”. She describes this as the “Disney Universe”.
The latest retailer looking to maximise its profits from the “Disney Universe” is the German lingerie firm Triumph.
Aiming to appease its customers, Triumph will tackle the 76% of women wearing the wrong size bra, with its 129 year history designing lingerie.
Triumph is pushing its brand with its ‘Find the one campaign’, following on from the ‘Stand up for fit campaign’ last year. Its latest venture features Sports Illustrated model, Hannah Ferguson as a ‘Disney’ Princess, as she sings along to the company’s ‘Find The One’song, in an animated short film similar to Disney’s own.
“By transforming our model, Hannah, into a cartoon we are treading new ground and by doing so, we aim to create a compelling visual experience that captures the magical feeling of finding the right bra that transforms your life”, said Eszter Szijarto, Head of Brand Marketing at Triumph.
The company aims to have fitted half a million women properly by the end of 2015, having already helped 417,730.
The Campaign began on Monday in the UK, Germany and Italy, and will include a social media competition from 22 April until 13 May.
The ‘Animate Me’ competition involves customers answering questions related to the short video online and submitting their details through Facebook and twitter, with the winner receiving their own personal animation.
The campaign will allow the company to cater individually to its customers, and boost online traffic. Bazaarvoice, “a network that connects brands and retailers to the authentic voices of people where they shop”, found that nearly 75% of all internet users are active on social media channels. Twitter has 560m users, with 5,700 tweets every second.
The new interactive campaign will bring Triumph’s retailers together, using social media platforms that drive customers in store to ‘#FindTheOne’. Online, the data generated from social media channels will provide Triumph with the Market Research they require for future development.