Well this was a surprise in my inbox today! At 1:10PM, the Disney Store sent an email to all of its patrons unveiling its new brand overhaul = meet shopDisney! (Sounds a lot like runDisney, huh? Let’s do life by Disney!)

The email from shopDisney today!

The launch of the new website, www.shopdisney.com is a fresh, new layout which will take some getting used to for those familiar with the former Disney Store site. Brick and mortar stores will also receive a facelift and include a more curated layout, more engaging components, including live stream videos of Disney Parks parades, interaction with Disney characters, and the opportunity to celebrate birthday parties and other important milestones.

shopDisney homepage

What originally caught my eye when I received this email was the introduction of more stylish clothing and accessories for women. However, I’m a little dubious of the prices. $400 for a denim jacket!? Disney is definitely paying attention to the notoriety of its “competing” small shops you find on Etsy and Instagram flirting on the edge of copyright infringement, and in some cases have replicated the concepts from those small shops (looking at you, rose gold ears.) However, with their current prices, shopDisney may know the trends of a millennial, but they are most definitely out of touch with one’s budget. Power to you if you are a trendy millennial with deep pockets in the market for said $400 denim jacket.

Here’s looking at you, jacket.

Disney is a lifestyle brand. As many high end retail stores have embraced the notion of “living the brand” why should Disney be any different? Change is hard, but in this case, shopDisney feels modern and exciting. I’m looking forward to receiving my daily shopDisney emails on my lunch break in case that denim jacket ever goes on sale!

That’s all for now! Will Run (and shop) for Disney