Word: disneyized
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Analyst Isaac Lagnado of Tactical Retail Solutions, applying the common measuring device for retail success, says Disney's stores sell about $600 worth of product per sq. ft. per year -- 50% above the average take for a , prosperous mall store. Warner's figure is an even gaudier $750. The number may be skewed because the company's showcase stores at Caesars Palace in Las Vegas and on Fifth Avenue in Manhattan do business considerably above the Warner norm, but no one is complaining. Last Christmas, says Peter Starrett, president of Warner Bros. Worldwide Retail, "the Fifth Avenue store did twice...
What any good executive can expect is that success breeds imitation. Where Disney and Warner go, competitors will follow. Sony, which owns the Columbia Pictures library, has opened high-tech prototype stores in its Manhattan headquarters that emphasize the parent company's electronic equipment but also feature bibelots from current sitcoms (Seinfeld coffee mugs, Ed Bundy WHY ME? T shirts) and old movies (Three Stooges dolls, an On the Waterfront I COULDA BEEN A CONTENDER sweatshirt). This month, in the same building, the company will unveil Sony Wonder, a free exhibition space with the first permanent interactive movie theater...
...when the Diz Biz people first thought about retail stores, the notion was anything but a sure thing. To make it work required a happy confluence of factors: a resurgence of appealing films like The Little Mermaid and Beauty and the Beast from Disney's cartoon unit, the company's revived marketing savvy under Eisner and the rise of the mall culture. "It's become instinctual for us," says Eisner, "that we do something either really, really big or really, really small. With these stores, we wanted to bring the Disney feeling into a mall environment...
...March 1987 Disney opened its first studio store, at California's Glendale Galleria, 30 miles from Disneyland. The store was an immediate hit; and rather than eating into park revenue and attendance, it helped promote them. The company now has stores in the U.S., Canada, Britain, Germany and Japan. The Champs Elysees Superstore and another in Frankfurt opened late last year. And Disney is planning stand-alone stores on the Warner model in upmarket venues like Michigan Avenue in Chicago and Fifth Avenue in Manhattan...
Local preferences keep the Disney salespeople hopping. In the British stores Winnie the Pooh is the top seller. France prefers Bambi and Thumper. Germany goes for Scrooge McDuck and the Jungle Book denizens, while the Japanese choose good old Mickey and his significant other. But in this worldwide Minnie-empire, the Disney imprint is everywhere evident, from the perkiness of the store staff (who really do whistle while they work) to the ability of toddlers the world over to wheedle cash from their dutiful parents...