Disney announced that the Shanghai Disney Resort would be opening in Spring 2016. It needs to add more special localized products, and also it needs to better understand the Chinese market,Disney itself does not produce these consumer products, it only manage the "Disney Princess" brand. So I have this opportunity to work with Disney. The Disney Princess line was created in 2001 as an advertising and marketing campaign targeted toward young girls. After Disney Princess has brought more than four hundred thousand US dollars revenue for Disney, after "Mickey Mouse" and "Winnie the Pooh", it becomes the third sales. As members continue to grow, in 2012 disney decide to redesign the early Disney princess. In 2015 disney will debut updated branding for all our Disney Princess products. This stunning new packaging and artwork reflects the unique personalities and stories of each princess, while creating a relevant and more modern on shelf experience for consumers. Disney Princess is committed to be the most aspirational brand that inspires Chinese girls and young adult females to radiate like a real princess from inner to outside in the coming years. To achieve this vision, and fulfill the Princess dreams of millions of Chinese girls and young adults. Disney has long-standing tradition, every work is trying to create a magnificent and fascinating fairy tale world, the beautiful princess, handsome prince, their unwavering love can lift all the evil go away. The success factor is no longer just a children's audience, is an industry leading position, is the perfect combination of Disney for children and adult. The adult-oriented of Children's wear is a phenomenon in the the development of children's wear in China. In recent years, it presents the new features of the times compare to traditional "adult-oriented", in the pursuit of individual national children's wear, followed by the international fashion. The adult-orientation of children's wear should not be just a smaller version of adult wear. It should base on the principles in the children's physical and psychological characteristics of growth, while absorbing and learning from adult wear and fashion elements. In this study I will analysis the roles, the market,and the products of Disney Princess, to find the feasibility of the adult-orientation of children's wear for Disney Princess in China.
Disney ha annunciato che la Shanghai Disneyland Resort avrebbe aperto nella primavera del 2016. E 'necessario per aggiungere i prodotti localizzati speciali, e anche ha bisogno di capire meglio il mercato cinese, la Disney non produce questi prodotti di consumo, è gestito solo la "Disney Princess "marchio. Quindi ho questa opportunità di lavorare con la Disney. La linea Disney Princess è stato creato nel 2001 come una campagna pubblicitaria e di marketing mirate verso le ragazze. Dopo Disney Princess ha portato più di 400 mila dollari di entrate per la Disney, dopo "Topolino" e "Winnie the Pooh", diventa il terzo vendite. Come membri continuano a crescere, nel 2012 la Disney decide di ridisegnare il precoce principessa Disney. Nel 2015 disney farà il suo debutto il branding aggiornate per tutti i prodotti Disney Princess. Questo splendido nuovo packaging e opere d'arte riflette le personalità uniche e le storie di ogni principessa, mentre la creazione di una esperienza e più moderno sulla mensola per i consumatori. Disney Princess si impegna ad essere il marchio più aspirazionale che ispira ragazze cinesi e giovani femmine adulte di irradiare come una vera principessa da interno verso l'esterno nei prossimi anni. Per realizzare questa visione, e realizzare i sogni della principessa di milioni di ragazze cinesi e dei giovani adulti. Disney ha lunga tradizione, ogni opera sta cercando di creare un mondo magnifico e affascinante fiaba, la bella principessa, bel principe, il loro amore incrollabile può sollevare tutto il male andare via. Il fattore di successo non è più solo il pubblico dei bambini, è una posizione di leader del settore, è la perfetta combinazione di Disney per bambini e adulti. L'adulto-oriente di usura dei bambini è un fenomeno nello sviluppo di abbigliamento per bambini in Cina. Negli ultimi anni, presenta le nuove funzionalità dei tempi confronto ai tradizionali "soli adulti", nel perseguimento di abbigliamento individuale infantile nazionale, seguito dal moda internazionale. L'adulto-orientamento di abbigliamento per bambini non dovrebbe essere solo una versione più piccola di usura adulta. Esso dovrebbe basare sui principi di caratteristiche fisiche e psicologiche dei bambini di crescita, mentre assorbe e imparare da elementi di usura e della moda adulta. In questo studio analisi dei ruoli, il mercato, ed i prodotti di Disney Princess, per trovare la fattibilità dell'adulto-orientamento di abbigliamento per bambini di Disney Princess in Cina.
Follow your dream. The design factors of the adult orientation of children's wear for Disney Princess in China
CHENG, BINYI
2014/2015
Abstract
Disney announced that the Shanghai Disney Resort would be opening in Spring 2016. It needs to add more special localized products, and also it needs to better understand the Chinese market,Disney itself does not produce these consumer products, it only manage the "Disney Princess" brand. So I have this opportunity to work with Disney. The Disney Princess line was created in 2001 as an advertising and marketing campaign targeted toward young girls. After Disney Princess has brought more than four hundred thousand US dollars revenue for Disney, after "Mickey Mouse" and "Winnie the Pooh", it becomes the third sales. As members continue to grow, in 2012 disney decide to redesign the early Disney princess. In 2015 disney will debut updated branding for all our Disney Princess products. This stunning new packaging and artwork reflects the unique personalities and stories of each princess, while creating a relevant and more modern on shelf experience for consumers. Disney Princess is committed to be the most aspirational brand that inspires Chinese girls and young adult females to radiate like a real princess from inner to outside in the coming years. To achieve this vision, and fulfill the Princess dreams of millions of Chinese girls and young adults. Disney has long-standing tradition, every work is trying to create a magnificent and fascinating fairy tale world, the beautiful princess, handsome prince, their unwavering love can lift all the evil go away. The success factor is no longer just a children's audience, is an industry leading position, is the perfect combination of Disney for children and adult. The adult-oriented of Children's wear is a phenomenon in the the development of children's wear in China. In recent years, it presents the new features of the times compare to traditional "adult-oriented", in the pursuit of individual national children's wear, followed by the international fashion. The adult-orientation of children's wear should not be just a smaller version of adult wear. It should base on the principles in the children's physical and psychological characteristics of growth, while absorbing and learning from adult wear and fashion elements. In this study I will analysis the roles, the market,and the products of Disney Princess, to find the feasibility of the adult-orientation of children's wear for Disney Princess in China.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/109467