Here’s an excerpt from “The Hub Magazine” cover story featuring Disney Store President, Jim Fielding giving his thoughts about what’s unique and special in retail today, and details about the new Disney Store design launching this summer!
Jim Fielding likes to quote Walt Disney, and, these days, one of his favorite Disney quotes is: “I dream. I test my dream against my beliefs. I dare to take risks and I execute my vision to make those dreams come true.”
Those are indeed words to live by, as Jim leads the global team that’s re-inventing Disney Stores at a time when so many other merchants seem to be more occupied by nightmares than dreams.
It’s not as though Jim hasn’t navigated through tough times. Before arriving at Disney, he turned out the lights at the J. Peterman Company. His retail travels had also wended through Dayton Hudson, the Gap and Land’s End, in good times and bad.
Even after joining Disney, some nine years ago, he executed the ill-fated licensing of Disney Stores to Children’s Place.
So, when Jim got the call to re-launch Disney Stores as its president, he knew he did indeed have his dream job … even if it was during the worst economy since Mickey Mouse piloted Steamboat Willie.
Jim and his team see only opportunities to elevate the Disney brand through retail, and do things as only Disney can do them: With magic (and a little help from Steve Jobs and Apple).
The first of the new Disney Stores will open this summer, with a Times Square location to follow in the fall. Eventually, every store in Disney’s chain worldwide will be treated to a million-dollar makeover.
While details remain top-secret, Jim says the magical mix blends technology, stagecraft and good old-fashioned customer service.
Most important, everything is designed from a kid’s perspective, because the goal, as Jim likes to say, is to create “the best 30 minutes of a child’s day.”
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Where is the magic in retail today?
There are really three camps: There’s magic in being unique and special; there’s magic in fast-fashion; and there’s magic in being a value player. In the unique and special category, I think the magic is at Apple. But I also think there is magic at J. Crew.
I also love what Lululemon has done with the yoga athletic-wear experience and their yoga classes. They have a great story.
In fast-fashion, there are a lot of interesting players right now, like Uniqlo, Zara and Topshop. In value, I like Family Dollar and Dollar General. But this economy has caused a lot of retailers to become very risk-averse. To be really successful in this new decade, we’re going to have to push innovation, creativity and magic.
How do you hope to do that for Disney Stores?
For us, it’s really about focusing on our core strengths and a little bit of back-to-basics. So, it’s the right store designs, the right product, the right people and the right real estate.
That is not a truly magic formula — it’s the formula for anybody in specialty retail. But we’re working very hard on guest service in the field, and at creating magical experiences for our guests in the store. We’ve completely upgraded and elevated the product assortment over the last 18 months.
Now we’re getting ready to launch the new store design — not only in some remodeled stores in current locations but also in new locations, such as Times Square.
