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.