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“Cinderella” Tie-In Campaigns Targets Women of All Generations

Women apparently never outgrow the desire to feel like a princess.

At least that’s the message retailers JCPenney and Kohl’s are promoting as part of a multi-generational approach to tie-ins with Disney’s live-action “Cinderella,” which is due in theaters March 13.

JCP created a commercial specifically for the Feb. 22 Academy Awards telecast showing a woman in several JCP dresses. “Your dress wasn’t designed by a fairy godmother, and pumpkins don’t really turn into carriages,” says the voiceover. “That’s no reason to stop believing in fairy tales.” While the dresses don’t appear to be licensed “Cinderella” products, the woman at the end crosses paths with a little girl in a “Cinderella” costume. JCP is offering a selection of “Cinderella” apparel, toys and other products in its 565 in-store Disney shops. JCP plans to add 116 more of these stores this year.

Meanwhile, Kohl’s is promoting licensed Disney’s “Cinderella” apparel for kids, juniors and women, the latter through its LC Lauren Conrad brand. Much of the girls’ apparel uses the classic animated “Cinderella”, while the juniors’ and women’s’ lines are packed with flowy, floral dresses and skirts. An email we received recently from the retailer promotes “three unique Disney collections inspired by one unforgettable story. Only at Kohl’s.”

Cinderella Fashion

The new “Cinderella” has also tapped into women’s fashion like previous princess properties have not: it is also the inspiration for the “Modern Princess Collection by Coco Rocha,” a new apparel line from the supermodel offered on HSN. The HSN line includes glass slipper interpretations from nine different luxury shoe brands: Paul Andrew, Alexandre Birman, René Caovilla, Jimmy Choo, Salvatore Ferragamo, Nicholas Kirkwood, Charlotte Olympia, Jerome C. Rousseau and Stuart Weitzman.

HSN will integrate the “Cinderella” theme throughout a 24-hour live event on March 10 and two specials on March 11 and March 12. Other items not necessarily licensed but promoted as capable of making any woman feel like a princess include:

  • Handbags by Snob Essentials;
  • Shoes by Donald Pliner and Vince Camuto;
  • Jewelry by Heidi Daus, Amedeo and Roberto by RFM;
  • Apparel by Christos Garkinos and Hal Rubenstein; and
  • Home goods by Madcap Cottage, Anne Griffin and Jeffrey Banks, whose bedding set features an image taken from the movie as part of its design.

It’s a potentially potent strategy; but only time will tell if it lives happily ever after.


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