Dunkin' Espresso-Wear Pokes Fun of Food Brands Releasing Clothing Lines
Ellen Smith — November 20, 2018 — Marketing
References: dunkindonuts & adweek
In an effort to respond to the latest fashion craze, Dunkin' released a faux clothing line dubbed 'Espresso-Wear,' which pokes fun at the latest pattern of fast food brands releasing clothing lines.
The line is accompanied with a commercial that shows off "Cappu-chinos, Americano-veralls and Latte-nk Tops" -- three clothing items that have integrated cup holders so one's hands can remain free while carrying around a coffee.
The clever line was designed to promote the brand's new lineup of caffeinated beverages and serves as a creative tool to remind consumers that while style may not be its most valuable asset, making great food and drinks is. A Dunkin' spokesperson said the brand might consider making these clothing items available, but for now the brand is "concentrating on the actual new espresso drink products."
The line is accompanied with a commercial that shows off "Cappu-chinos, Americano-veralls and Latte-nk Tops" -- three clothing items that have integrated cup holders so one's hands can remain free while carrying around a coffee.
The clever line was designed to promote the brand's new lineup of caffeinated beverages and serves as a creative tool to remind consumers that while style may not be its most valuable asset, making great food and drinks is. A Dunkin' spokesperson said the brand might consider making these clothing items available, but for now the brand is "concentrating on the actual new espresso drink products."
Trend Themes
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Fast Food Clothing — Opportunity for fast food brands to enter the fashion industry by releasing clothing lines and promoting their brand.
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Integrated Cup Holders — Opportunity for fashion brands to design clothing items with integrated cup holders, allowing consumers to carry their beverages hands-free.
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Promoting Brand Identity — Opportunity for brands to creatively promote their products and brand identity through unique clothing lines and commercials.
Industry Implications
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Fast Food — Fast food industry has an opportunity to diversify revenue streams and create brand loyalty by entering the fashion industry with clothing lines.
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Fashion — Fashion industry can explore collaborations with food brands, designing clothing items that integrate functionality, such as cup holders, and resonate with consumers.
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Beverage — Beverage industry can leverage the concept of branded clothing items with integrated cup holders to promote their products and create a unique brand experience.
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