Retro Epcot merch article - fascinating read!

[KNRG]

The lovely vickyvale over at wdwmagic was kind enough to transcribe this article, it shows two things.. first that Epcot has a loyal fanbase that Disney knows exists, but second, that Disney now knows they vastly underestimated it.

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Epcot Retro Souvenir Article
Souvenirs, Gifts & Novelties Magazine
By: Chad D. Emerson

When Disney’s Epcot theme park debuted in October 1982, fashion trends were obviously far different than today. Now, two decades later, while the park is celebrating its 25th Anniversary, it has opted to bring back a retro collection of guest merchandise and souvenirs. And, in doing so, the park has quickly learned that the market for classic products is stronger than ever.

Recently, SOUVENIRS, GIFTS & NOVELTIES MAGAZINE visited with Robert LaFlamme, Associate Product Developer for Epcot, to discuss the process and strategy behind Disney’s decision to bring back this merchandise. What we found was a very contemporary approach to developing retro souvenirs.

Using the Classic Past to Sell Present Day Product

Always keen to capitalize on the latest trends, as Epcot’s 25th Anniversary neared, Disney’s merchandise team saw an opportunity. With today’s consumer attracted to retro merchandise, Disney could tap into this market—with a particular emphasis on the large, loyal Epcot fan base. After all, since its initial opening, millions of guests had walked through the park’s turnstiles to enjoy classic attractions like Spaceship:Earth, the Living Seas, and the countries of World Showcase.

As with most things Disney, before beginning the effort, the merchandise team carefully planned out a detailed test run strategy. For starters, they prepared four “faceouts”—trial versions of merchandise that included two basic and two junior retro apparel lines.

During this test phase, the basic retro items performed well enough to move forward while the juniors version did not make the cut. Interestingly, while the junior referenced Epcot, they did not use the park’s original circular logo or Epcot Center name, while the basic items did. In other words, guests were most interested in the souvenir apparel that made the most direct, retro connection.

Once the company decided to proceed forward, the merchandise team undertook a detailed effort to make the final product as authentic as possible. Yet, according to LaFlamme, “recreating a classic line posed a tough series of issues that we don’t face when developing brand new merchandise.”

Unique Challenges to Creating Retro Merchandise

This started with taking the Opening Day Epcot t-shirt and recreating it for the 25th Anniversary. In a nod to Epcot collectors, the team made subtle changes to the new product so as not to de-value the original 1982 merchandise—changes that true collectors could distinguish but which most purchasers would not.

Yet, as LaFlamme suggested, the process of developing the retro souvenir presented unexpected challenges. For instance, neither the original ink color nor the original electronic artwork was available. So, team artists had to carefully redraw the 25 year old designs by reviewing the few actual t-shirts that remained from Disney’s archived collection. And, to mimic the color of the old merchandise as closely as possible, the design team ran the garments through multiple washes to give it a worn, retro look.

Once the retro product was finalized, Disney placed the merchandise into select locations within Epcot. Almost immediately, the retro souvenirs—composed of the apparel plus a ball cap with the original Epcot Center name and logo—sold extremely well.

“We knew it had a lot of potential but the quick results really surprised us,” explained LaFlamme.

Indeed, the strong response resulted in other Disney product developers studying the results and considering whether other classic Disney World features—like the Magic Kingdom or Contemporary Resort—might also receive the retro treatment. For now though, LaFlamme advises that the retro souvenirs are limited to the t-shirt and cap soft lines. But, if the popularity appears to have legs, the Epcot merchandise team has the ability to expand the soft lines and develop retro hard products such as coffee mugs.

Lessons Learned from a Retro Strategy

According to LaFlamme, Disney learned several interesting lessons while developing the Epcot retro line—lessons that can be translated to amusement facilities and souvenir vendors of all types and sizes. First, simply offering retro souvenirs is unlikely to succeed unless the customers have an emotional connection with the subject matter. For Epcot, the existing fan base made that easy—something that certainly can be true for many other facilities to varying degrees. However, in most cases, it is wise to avoid obscure topics as the subject matter for retro merchandise. Stick to popular anniversaries or other significant historical events.

LaFlamme also suggests trying to be as authentic as possible. If a guest is looking for retro souvenirs, they are probably trying to recreate a past memory or experience. Cluttering the product with modern features (such as a contemporary font, color, or design), “could easily dilute the retro appeal.”

Finally, LaFlamme explains that—while developing test pieces can be expensive—in the long run they are likely worth the investment because it helps generate real world feedback from actual purchasers. A better informed approach than simply relying on the best guesses of the development team.

Ultimately, the Disney team was able to combine the popularity of retro merchandise with a significant milestone in the resort’s history. To do so, it leveraged a contemporary trend with one of the world’s most popular theme parks. In other words, Disney adopted a strategy that used yesterday’s successes to sell today’s product.

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[TP2000]

That is an interesting article. I've never stayed at the Contemporary, but I would love to have an early 70's kitschy t-shirt that said "Contemporary Resort". That would be awesome.

But what I'm struck by the most is how obvious it all is, and yet these Disney retail "experts" act like they are on this uncharted voyage of discovery with this stuff. Are the people on the Disney payroll really that dumb?

[Spokker]

I would never buy retro merchandise. Ever.

If the old Epcot wasn't important enough to preserve, then why should I buy a cheap hat with some old logo on it? I don't need to give more money to the people that destroyed some of the best aspects of the park.

I feel the same way about Disneyland retro merchandise. I have my memories. I don't need a shirt to remember the good old days.

[disneyfreak62]

Interesting article. When we were there in January, we saw some retro stuff, but I wished there were more. I was wanting "Walt Disney World" stuff, with the old, 70s font, and the Mickey Head Globe inside the big "D". Maybe there will be more next trip.

[MasterGracey]

Are the people on the Disney payroll really that dumb?

Yes.