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David Jones, Disney Partnership: Children's clothing is changing



David Jones has a new target demographic focus – Aussie Kids.

And a giant merchant hopes to win them with the world's first collaboration with Disney, who saw that Elizabeth Street's flagship in Sydney CBD was completely transformed.

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The magical transformation was revealed to the media yesterday, revealing top-level conversion to a series of different "worlds" for children and parents, including 100 acres Winnie the Pooh-themed forest full of a giant tree and nurseries for new parents.

It boasts also Star Warsinspired by the Millennium Falcon cockpit, the New York City skyline with a miracle in New York, the Disney Princess carousel and the "high street" fashion and toys.

At a media conference in July, David David Thomas said the new level is designed to capture a variety of demographic – young families – who have broken into Christmas time in complicated showcases.

He also revealed that the level would offer some exclusive products unavailable anywhere else in the world.

Walt Disney Company, Australia and New Zealand CEO Kylie Watson-Wheeler, told news.com.au that it was a pioneering way to adopt the so-called "adventurous" retail trend.

"There are several ways customers can shop and buy products today, and of course they are certainly in digital space," said Watson-Wheeler at news.com.au.

"But physical retail opportunities not only create a transactional opportunity but also experience to give customers the opportunity to have fun at the same time they shop.

"It's an opportunity to dive into space and connect with characters and narratives that really can not be replicated."

Mrs. Watson-Wheeler paid tribute to partner David Jones and said it is likely that other retailers will follow an example that will work in the future.

"Nothing like that in Australia, and probably in the world," she said.

"I certainly think that other Disney markets will be inspired by what they see here – it is very special and different and there is a real opportunity … to inspire customers."

Mrs. Watson-Wheeler said that the display includes "a fairly serious infrastructure" and will be permanently in place.

Floor improvement follows James Jones' 180th birthday party and announcement of a $ 200 million complete reconstruction of the Elizabeth Street building to be completed by early 2020.

It also recently announced a new partnership of luxury designers with Louis Vuitton, Chanel and Gucci.

Continue the conversation @carey_alexis | alexis.carey@news.com.au


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