In anticipation of MAGIC Market Week, taking place now in Las Vegas, Nev., Disney Consumer Products has reveled details of its plans expand Marvel’s apparel program.
With extensions into sportswear and other areas of fashion, including a new apparel subscription service that will bring Marvel styles straight to consumers, the strategy marks an evolution in Marvel’s fashions for both men and women.
Arriving in stores soon, new 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 partners Mad Engine, Hybrid and C-Life. All three companies are showcasing their lines at MAGIC this week, which include woven tops, knit bottoms, outerwear and more.
Then this spring, a collaboration between Marvel and the online monthly fashion subscription service the Five Four Club will introduce Marvel to menswear in a line of blazers, button-down shirts, shorts and more.
In July 2014, Marvel launched its a fashion-focused Instagram account–@StyledByMarvel–with the slogan "You Don’t Need to *be* a Super Hero to Look Like One." The account showcases various Marvel brand stylings and encourages fans to share their own.
“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,” says Paul Gitter, senior vice president, licensing, Marvel, Disney Consumer Products.