Category
Lifestyle
Assisted Choices
Trend cluster
Category
Divergent
Diffusion
Unexpected brands use merch lines to embed with consumers in a new way.
3.6
Trend score
Trend
What is the Divergent Diffusion trend?
Divergent Diffusion: As brands look for ways to channel the interest in narrative merchandise apparel, many unexpected players are launching merch lines as a means of promoting a new product or company initiative. In addition to highlighting the consumer desire to showcase one's interests and beliefs through clothing choices, this progression demonstrates that even brands unrelated to the fashion industry are able to leverage this inclination.
Trend themes
Themes within the Divergent Diffusion trend
Three behaviours holding the trend together01
Narrative Merchandise Apparel
Brands are launching merch lines as a means of promoting a new product or company initiative.
02
Limited Fashion Collections for Promoting Products
Fast food chains are teaming up with fashion designers to promote their menu items using unique clothing collections.
03
Charity Apparel Lines
Brands are collaborating with designers and artists to create limited-edition clothing lines to raise funds for charitable causes.
Industry implications
What the Divergent Diffusion trend means for industry
Where the trend changes the playbookFor
Fast Food Industry
Fast food restaurants are taking advantage of fashion collaborations to entice millennial customers.
For
Fashion Industry
Fashion brands are partnering with non-traditional collaborators, such as fast food chains, to create limited-edition collections.
For
Charity Industry
Non-profit organizations are partnering with brands and designers to create apparel lines that raise funds for important causes such as cancer research.
Workshop question
How could your brand take inspiration from an unexpected source to surprise and delight your consumer?
Trend signals
Trend signals for Divergent Diffusion
Trend score 3.6 out of 10, from popularity 52%, activity 46%, freshness 8%.
Popularity52%
Activity46%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Divergent Diffusion trend
6 featured examples from Apr 28, 2015 to Oct 27, 2016CategoryMarketing
Fast Food Fashion Collections
This Company Created a Clothing Line to Promote Its New Menu Item
Fast food franchises can consider creating merchandise and collaborating with unlikely partners as a way to reach new audiences and promote their products.
CategoryLifestyle
Fast Food Capsule Collections
The McDonalds x Colette Collaboration Features Posters and Tote Bags
Fast food chains can benefit from offering limited edition merchandise and collaborating with other brands to stay relevant and attract new customers.
CategoryEco
Upcycled Designer Fashion
This Collection Was Created with the New York Department of Sanitation
The fashion industry has the opportunity to adopt upcycling and sustainable production methods to create unique and environmentally friendly clothing collections.
CategoryFashion
Airline-Branded Luxury Sneakers
The Virgin America First Class Shoes Bring Luxury Flying to Feet
Luxury travel brands can explore partnerships with fashion and design companies to create branded accessories that cater to affluent travelers seeking unique experiences.
CategorySocial Good
Anti-Discrimination Apparel Lines
Grindr's Varsity Collection Raises Funds for Anti-Discrimination
The apparel industry can take advantage of the opportunity to make a social impact while offering apparel lines that incorporate references to queer pop-culture into their designs…
CategoryLifestyle
Cancer-Fighting Sweatpants
Veritas and Lazypants Teamed Up on a Campaign for Cancer Research
The fashion retail industry can capitalize on the trend of incorporating cheeky sayings on apparel to attract customers looking for unique and humorous clothing options.
