Question

Do you think Disney social clubs such as (Main Street Fire Station 55 Social Club and White Rabbits Social Club) constitute a subculture?

Do you think consumption of Disney is affected by social class? Which classes do you think are represented?

If marketers at Disney wanted to better understand these clubs, what type of consumer research method would be beneficial?

Answer 1

1. The Disney Social clubs constitutes a set of social sub- groups that began forming at the Anaheim parks in 2013 as motorcycle gangs that identified themselves through a Disney character as their symbol. The clubs act more like an urban sub-culture as all the members of the club are held together by common traits such as wearing their denim vests, adorned on the back with the Disney character that the club is named for and Disney trading pins on the front in order to show their identification with their club. Moroever, like a sub culture each of the Disneyland club has its own rules for accepting or indoctrinating new members: while Some clubs take a vote on new members, others take in new members on a probation period following which the new qualified member becomes fit to wear the club vest. Thus, the recent emergence of Disneyland clubs appears to be an instance of the formation new sub-cultures akin to the bikers’ clubs in the United States.