Marvel grows fashion program with new sportswear styles from Mad Engine, Hybrid, and C-Life, starts monthly fashion subscription service, and builds on social media success @StyledbyMarvel
Glendale, Calif. (February 17, 2015) —Ahead of MAGIC in Las Vegas, Disney Consumer Products (DCP) today announced plans to expand Marvel’s apparel program into sportswear and other areas of fashion including a new apparel subscription service that will bring Marvel styles straight to the consumer. The strategy marks an evolution in Marvel’s fashions for both men and women opening up new style and retail avenues for the powerhouse brand.
Arriving in stores soon, Marvel fashion offerings will include lifestyle and sportswear apparel for fans of all ages. The program will kick off with apparel for Marvel’s The Avengers: Age of Ultron, from best in class partners Mad Engine, Hybrid, and C-Life, who will debut lines at MAGIC this month featuring some of the biggest icons in the Marvel Super Hero library. The clothing lines will include woven tops, knit bottoms, outerwear jackets, and more.
These lines continue a concerted effort by Marvel to expand its fashion and apparel offerings to consumers. In the spring, a collaboration between Marvel and the Five Four Club will introduce Marvel design inspiration to men’s apparel — blazers, button down shirts, shorts, and more — through the popular online monthly fashion subscription service.
In July, Marvel launched its own fashion Instagram account – @StyledbyMarvel– with the message – ‘You Don’t Need to *be* a Super Hero to Look Like One.’ The account, which showcases various Marvel brand stylings and encourages fans to share their own, boasts a fast-growing fanbase of 37.5K followers and strong fan engagement with an average of 3,000 likes for each post. Marvel also recently joined fashion industry powerhouses Forever 21, Target, and Nordstrom, among others, as one of the first brands to incorporate a “Like to Buy” feature on their Instagram account.
“Our expansion in the fashion world is offering the opportunity to bring fans a unique and unexpected new way to express their fandom while elevating the Marvel’s pop culture credibility as a true lifestyle brand,” said Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products.
About Marvel Entertainment, LLC
Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world’s most prominent character-based entertainment companies, built on a proven library of more than 8,000 characters featured in a variety of media over seventy-five years. Marvel utilizes its character franchises in entertainment, licensing and publishing. For more information, visit marvel.com.© 2015 MARVEL
About Disney Consumer Products
Disney Consumer Products (DCP) is the business segment of The Walt Disney Company (NYSE:DIS) that delivers innovative and engaging product experiences across thousands of categories from toys and apparel to books and fine art. As the world’s largest licensor, DCP inspires the imaginations of people around the world by bringing the magic of Disney into consumers’ homes with products they can enjoy year-round. DCP is comprised of three business units: Licensing, Publishing and Disney Store. The Licensing business is aligned around five strategic brand priorities: Disney Media, Classics & Entertainment, Disney & Pixar Animation Studios, Disney Princess & Disney Fairies, Lucasfilm and Marvel. Disney Publishing Worldwide (DPW) is the world’s largest publisher of children’s books, magazines, and apps, igniting imagination through storytelling in ever-inventive ways. DPW creates and publishes books, magazines, eBooks and apps both vertically in-house and through an extensive worldwide licensing structure. DPW is also committed to the educational development of children around the world through Disney Learning, which includes our flagship learning brand, Disney Imagicademy, as well as Disney English and other Disney-themed learning products. The Disney Store retail chain operates across North America, Europe and Japan with more than 350 stores worldwide and is known for providing consumers with high-quality, unique products. Disney Store operates ecommerce channels in nine countries, which can be found here. For more information, please visit Disney Consumer Products www.DisneyConsumerProducts.com.
Jeffrey Klein, Brian Reinert
Lauren B. Purnell
Disney Consumer Products