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November 21, 2014

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Tuning Disney themes to what shoppers want

DAVID Koo has a job shopaholics would envy. As merchandise director at the Shanghai Disney Resort, he oversees the design, manufacture and sales of all Disney products that will be sold at the resort. That entails a lot of shopping trips around the world.

“We first have to ensure that products we find delight us. Then we develop them into products we think consumers will also find attractive,” Koo said.

The Shanghai Disney Resort, the first on the Chinese mainland, will have various merchandise stores in each of the themed areas in Shanghai Disneyland and Disneytown, the shopping, dining and entertainment district.

Koo has to ensure that all these stores are filled with a broad array of fascinating products and passionate cast members. Over 1,000 merchandise cast members will be recruited before the stores open. The resort itself is scheduled to open by the end of 2015.

Disney-branded products will range from clothes, hats and bags to toys, souvenirs and stationery, created for all ages. Visitors will also be able to buy unique products, such as replicas of signature props used in resort shows. The stores’ interiors will reflect the different themes of park attractions.

Koo has been working with The Walt Disney Company since 2009. The Chinese-American from Taiwan worked in the Shanghai retail industry for 14 years after graduating from the University of Southern California.

“We all love shopping, and that’s why we all work so well together here,” Koo said of his 40-employee staff.

“The success of those around us is vital to the overall success of our business.  Our commitment to collaboration, teamwork, and mutual success enables us to create magical, innovative products that only Disney can.

“It all starts with understanding the consumer and creating the Disney-branded products they want. That means we work tirelessly together to research every product and supplier.”

The research that goes into the products is extensive. The team has traveled throughout China, talking with consumers about their tastes and interests. Sample merchandise undergoes extensive testing to make sure each item is a match for the Disney concept. Local manufacturers are vetted to make the final designs. Koo said he has a hand in each step of product development.

He also has a hand in recruiting and Yasmeen Chen is one of the talented professionals brought on by Koo. She is the creative director, in charge of product design.

Chen, whose desk is cluttered with sample products bought from around the world, was a senior fashion designer in Taiwan before joining Disney.

One of the iconic product that will available at Shanghai Disney Resort is a hat with Mickey Mouse ears on top. Chen said visitors can have their names embroidered on the back of the hats, in Chinese, a first for any Disney resort.

The biggest challenge, she said, is to combine Chinese elements with traditional Disney concepts, bridging the cultural gap while observing local sensitivities.

“Chinese consumers want things to be beautiful but above all practical,” she said.

Misunderstandings between Chinese and US designers occur, requiring patience and negotiations to resolve.

Koo credits Disney’s focus on a culture of creativity and innovation for inspiring the team to continuously search out the right products for the Chinese market. And to help ensure the team is successful.

Koo said the resort has an online panel of hundreds of Chinese consumers of all ages and walks of life. Ideas are often submitted to the panel to get feedback on designs.

“In the end, it doesn’t matter if we like the products,” he said. “It’s a matter of what guests like. Our guests demand the very best from Disney, and we demand excellence from ourselves too.”

Koo has three daughters, ages 2, 4 and 7. He said he once showed Chen his daughters’ toy cabinet to give her an idea of what kids like. Her own 10-year-old daughter also is a sounding board for the kinds of jewelry and bags girls her age prefer.




 

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