Cinderella’s story is widely loved and cherished, so it’s no wonder that certain consumer brands would want to associate with the name. But recently Cinderella has come into vogue for affluent brands like Sephora and Christian Louboutin. Disney princesses on the whole are the Christmas window theme at Harrod’s this year. And, also in time for the holidays, Cinderella has made her way into the pages of the always anticipated Brooks Brothers Gift Book, which boasts beautifully painted holiday scenes and $500 ties. Rodgers & Hammerstein’s Cinderella on Broadway is one of the VIP experiences made available to Brooks Brothers customers through their annual holiday catalog.

The package includes orchestra seats at the February 9th show, a reception with tea, refreshments, and cast members at The New York Palace Hotel after the show, and a discount on a room at the hotel. It is billed by Brooks Brothers as “Our first experience for kids.”

While Cinderella is a story meant for the masses, Brooks Brothers has re-positioned it as a VIP experience for wealthy consumers. Regardless of income, we are all inclined to share the stories and experiences we loved during childhood with our own children.

This pairing is a perfect example of how an affluent brand can align itself with something that is close to the hearts of many. In essence, they take a common experience from rags to riches, elevating it to a higher tier. Whereas an average consumer might just go out and buy their child the Cinderella DVD, a wealthy consumer will pay extra to give their kids the VIP Brooks Brothers experience.

Not sure if it will be magical, but it’s definitely a smart move.