Disney Stores not making profit

[TREEFROG00]

I just read the article about Disney closing many of the Disney stores. It got me to thinking, what would make me shop more at the Disney stores? I know I used to buy things from there all the time. Now, I find that I like to look, but, get bored after just a few minutes. (And I never get bored with Disney!) They seem to have steered their stores to mainly little girl clothes/ accessories (I have 2 boys) and costumes. I think I enjoyed the stores more when they carried a wider selection for Disney goers of all ages. Brings me to my point:

What would you like to see at the Disney stores?

1. I would like to see more adult accessories (watches and what not)

2. Kitchen/home accessories

3. I would like to see their gift line expanded to resemble more of what you can get at the theme parks but not at Walmart or Kmart.

 

[MarkRG]

You echo my sentiments exactly. I can't tell you the last time I've been inside a Disney Store. And it's for the exact reasons you have listed there.

MORE BIG KIDS PRODUCTS!!!

Absolutely ditto on 1,2, and 3!

 

[kellyla]

I will second the more big kids stuff.I dont have any girls and my boys are a little big to wear the clothes sold there.Bring back stuff for me!

 

[kdibattista]

No wonder they are not making any profits... the Disney Store stinks!!! I never, ever thought I would say that but I was just there over the weekend and it's horrible. I don't know whose bright idea it was to discontinue selling adult stuff but that was a HUGE mistake.

 

[kdibattista]

I was picking the brain of a DS employee and they seemed just as disgusted as I was!!! Kept saying, call the 800 number.

 

[TREEFROG00]

Give me the 800 #, I'll call. I may advise them of some of the comments received here too.

I know that when I go to the Disney store, I am looking for a little of the magic to tide me over till I can get to Orlando.

 

[Tina]

If they made them more like a smaller version of the World of Disney in DTD, I would go there on a weekly basis. I'd love to see more adult clothes -- and I don't mean just tshirts and PJs. Give us some adult jackets, sweaters, polo shirts, etc. More household stuff would be great, too.

 

[Talking Hands]

1. adult clothes including ones in larger sizes like 2X and 3X
2. adult accessories such as watches
3. home items
4. office items like desk sets
5. craft stuff like things for memory books and computer graphics

 

[aahmom1]

what would make me shop more at the Disney stores?

Change them back to the way they were.

 

[PamOKW]

The annual report came from Disney the other day and I guess they aren't interested in trying to make the stores attractive to folks like us. They talk about testing their new "Disney Play" concept. "A store concept that focuses on play time, fantasy and fun for children. Toys and dress-up take center stage, while the plush "Cuddle Kingdom" is featured prominently at the entrance."

It also says that the new store merchandising strategy centers around Princess, Toy Story, Winnie the Pooh, Mickey Mouse and standard characters, as well as its emphasis on key retail events such as Halloween and the holidays. Disney Pricess will remain a year-round focus aimed at girls 4-10 years old.

They claim per-store sales increases with this strategy.

Well, it looks like they think 4-10 year old girls have more buying power than 34+ adults. I guess I'll have to find somewhere else to spend my money in between trips to WDW.

 

[jfulcer]

Considering we have 1 DD in the 4-10 range and another that will be in a few years, I think their marketing is right on with respect to my wife. They almost know her by name at the two closest Disney Stores.

Having said that, I wish they had more adult clothes also. I think their main problem before they got rid of most of the adult stuff was it's price. We would never buy anything unless it was on sale/clearance. But really if they wanted to have the princess/plush and childrens clothes, how much more room do they have for the adult clothes/household goods etc. That's part of the reason they now have 'Disney Home' stores. There's just not enough of them...

 

[maleficent1959]

The Disney Play concept has already been tested and has been rolling out in non-test stores since late this summer. You have all obviously seen the new direction the stores have been taking. Disney Home was also tested but we haven’t seen anything like it in our store. We’ve never heard any numbers for either.

The Annual Report said that in FY 2000-2001 the stores lost over $150 million, primarily due to dropping numbers in the stores (guests not purchasing). FY 2001-2002 saw a loss of $57 million, primarily attributed to domestic store closings and the sale/loss of TDS in Japan. It didn’t say anything about all the Australian stores closing, but I’m sure that was a factor.

We had a Kids test store in our district. We were all sure that it was going to do poorly but it kicked our butts. We started saying it was just because people were anticipating Halloween, then we said it was because Christmas was coming. But it continued to kick butt after Christmas.

When all the pink started arriving we grumbled that we would never make our numbers. When we started putting all the plush in the front I raged that we should just close the door because people would just keep walking (I still do with every floor move). We were surprised when that didn’t happen. I can’t speak for other stores, but our store has been up this year. That doesn’t mean we don’t still grumble about the merchandise but we’ve been doing great.

I admit that we’ve lost some of our regular guests, some I miss. They’d been dropping off gradually – some got tired of the beanie craze, some stopped buying pins, others tired of only Pooh t-shirts. But we have a whole new set of regular guests and I wonder sometimes if the company doesn’t care who the regulars are as long as there are regular shoppers.

Commiserating about what you want to see in the stores is fine, but if you want to try to make a difference you have to let the company know. Call them, your local store can give you the number (you’d think I have it memorized by now), and tell them what you want. If you don’t like the selection tell them. If you don’t like the quality tell them. And then back it up with your wallets. Do not wait until it is 50-75% off or else you probably won’t see it again.

 

[smileybrat]

i agree they need more adult stuff. our store doesn't even have pins. i use to love that store now it's all kids stuff. i'm out of there in no time. i can see having some kid stuff but not the whole store.

 

[PamOKW]

But we have a whole new set of regular guests and I wonder sometimes if the company doesn’t care who the regulars are as long as there are regular shoppers.

That's really the bottom-line, so to speak.

I guess the stores are doing well based on your observations in your store. A casual look at the stores in my area has them empty most of the time. Maybe it's a matter of location how well the new concept does.

 

[TREEFROG00]

Maybe they should consider re-vamping only the stores that aren't doing well with their new concept. They could have 2 versions of the Disney Stores.

I still think that the stores they are closing are only not doing well because they are of the reasons we have expressed here.

 

[maleficent1959]

The company tells us nothing about why stores close, but I know that the closings are part of plan that was announced a couple years ago. I think the closings are to staunch the bleeding that was already occurring. I've been there five years, and it seems we were always down from the year before and I know the stores have been losing money since long before any of these changes were implemented. Disney was way overexpanded, and initially they were going to close stores in markets that were oversaturated.

I don't know when they decide which stores they will close, but I can't see any rhyme or reason to the recent closings. They have closed or announced closings for half of the stores (5) in my district since Christmas. Only one was in a market where there was another Disney Store. At least two of them were up for the year -- one is even currently number one is the district. And from what I've heard from other CMs, there doesn't seem to be any reason for other closings. Some are in towns with just one TDS, other cities have lost all their stores (Boston will soon just have some in the suburbs). Sometimes they give you the "the new lease was too expensive" line, other times no explanation. Not all the stores they close are losing money.

What really upsets me is that somewhere someone in the company knows which stores will go, but the CMs often get two weeks notice or even less. I think it is really crummy for the company, any company, to treat their employees that way.

 

[kdibattista]

The 800 number I found is 1-800-328-0368. That's Guest Relations for the Disney Store. I will be calling this afternoon!!

 

[TREEFROG00]

I will be calling too. Thanks.

Of course, we kind of got off track on my intentions for this thread. I would like to see some more ideas as to what would bring everyone back to the stores. What do you want to shop for and/or see there?

 

[maleficent1959]

Flannel PJs, short-sleeved denim shirts. And in a variety. Not denim Pooh, or denim Pooh with Piglet, or denim Pooh with Tigger but no Piglet etc. Or the exact same pattern in white, dark blue, and light blue denim with no other choices. And GOOD QUALITY.

And I like my stuff subtle. I don't want a tye-dyed t-shirt in garish colors with a giant character face that covers the front and back. How about a Mickey polo? My husband has a nice one from the park.

I miss the adult books. I need a new wallet. A nice leather Disney wallet would be nice. I'd buy a faceplate for my cell phone.

 

[Tony-NJ]

in TDS anymore, unless I am looking for my nephew. Otherwise I used to go in all the time!! I wish they had more collectibles and home goods too!