# Divergent Diffusion Unexpected brands use merch lines to embed with consumers in a new way. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Oct 31, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/divergent-diffusion ## Key Figures - Trend score: 3.6/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Apr 28, 2015 to Oct 27, 2016 - Published: Oct 31, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia ## Themes within the Divergent Diffusion trend ### Narrative Merchandise Apparel Brands are launching merch lines as a means of promoting a new product or company initiative. ### Limited Fashion Collections for Promoting Products Fast food chains are teaming up with fashion designers to promote their menu items using unique clothing collections. ### Charity Apparel Lines Brands are collaborating with designers and artists to create limited-edition clothing lines to raise funds for charitable causes. ## What the Divergent Diffusion trend means for industry ### For 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 for Divergent Diffusion Trend score 3.6 out of 10, from popularity 52%, activity 46%, freshness 8%. - Popularity: 52% - Activity: 46% - Freshness: 8% ## Examples of the Divergent Diffusion trend 6 featured examples from Apr 28, 2015 to Oct 27, 2016. - [Fast Food Fashion Collections](https://www.trendhunter.com/trends/new-menu-item): This Company Created a Clothing Line to Promote Its New Menu Item (Category: Marketing) Implication: Fast food franchises can consider creating merchandise and collaborating with unlikely partners as a way to reach new audiences and promote their products. - [Fast Food Capsule Collections](https://www.trendhunter.com/trends/mcdonalds-x-colette): The McDonalds x Colette Collaboration Features Posters and Tote Bags (Category: Lifestyle) Implication: Fast food chains can benefit from offering limited edition merchandise and collaborating with other brands to stay relevant and attract new customers. - [Upcycled Designer Fashion](https://www.trendhunter.com/trends/new-york-department-of-sanitation): This Collection Was Created with the New York Department of Sanitation (Category: Eco) Implication: The fashion industry has the opportunity to adopt upcycling and sustainable production methods to create unique and environmentally friendly clothing collections. - [Airline-Branded Luxury Sneakers](https://www.trendhunter.com/trends/virgin-america-first-class): The Virgin America First Class Shoes Bring Luxury Flying to Feet (Category: Fashion) Implication: Luxury travel brands can explore partnerships with fashion and design companies to create branded accessories that cater to affluent travelers seeking unique experiences. - [Anti-Discrimination Apparel Lines](https://www.trendhunter.com/trends/varsity-collection): Grindr's Varsity Collection Raises Funds for Anti-Discrimination (Category: Social Good) Implication: 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… - [Cancer-Fighting Sweatpants](https://www.trendhunter.com/trends/campaign-for-cancer-research): Veritas and Lazypants Teamed Up on a Campaign for Cancer Research (Category: Lifestyle) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)