Disney’s taking its Disney Style brand global with a new five-part video series on YouTube called “Destination: Disney Style” which launched yesterday. The aim of this venture is to engage their audience more via social media and promote e-commerce – which is integrated into the videos, as well as their other digital ventures.
The Disney Style site sees more than 1.6 million visits monthly and has more than 730,000 Facebook followers. It is a predominantly female audience, with the core being 18 to 34 year olds who grew up with the Disney brand.
“This is the first time we’ve taken Disney Style globally,” said Disney vice president of social content and programming Dan Reynolds. “In each city, we highlighted some of the best collabs that we have. We also are able to highlight street style and how the fans are bringing Disney into their life in fashion and in their lifestyle.”
The first video, hosted by YouTube influencer LaurDIY, visits Disney Expo Japan 2016, Tokyo Disneyland and Tokyo DisneySea while also looking at how Disney is fused into the style of the Harajuku Girls.
Other episodes coming up are Shanghai Fashion Week, Disney x Coach collection in New York City, Disney’s collaboration with Cath Kidston and in Los Angeles for a first look at the Forever 21 and Disney/Pixar collaboration.
See the first episode below
Source: LA Times