isney Consumer Products (DCP), the business segment of the Walt Disney Company, has entered into a licensing agreement with Indus Clothing Ltd (the India licensee of Lee Cooper Apparels) to manufacture and market Disney Jeans, a range of apparel and fashion accessories in India.
Disney Jeans will have character art, which is part of Disney's new strategic planning in order to associate the brand with style and quality. DCP feels that the brand will itself be the selling point of the apparel. Harpratap Singh, managing director, Indus Clothing Ltd says, "The apparel is more of a transitional wear - neither kids nor grown-ups." It is targeted at boys and girls in the age group of 4 to 14 years and also includes a range of apparel and fashion accessories like belts and bags.
This is not the first time that Disney has forayed into the apparel market. It already has branded merchandise inspired by Disney's animated films like Snow White and the Seven Dwarfs and the Lion King. ... more