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
1. Fast Food Clothing - Opportunity for fast food brands to enter the fashion industry by releasing clothing lines and promoting their brand.
2. Integrated Cup Holders - Opportunity for fashion brands to design clothing items with integrated cup holders, allowing consumers to carry their beverages hands-free.
3. Promoting Brand Identity - Opportunity for brands to creatively promote their products and brand identity through unique clothing lines and commercials.
Industry Implications
1. Fast Food - Fast food industry has an opportunity to diversify revenue streams and create brand loyalty by entering the fashion industry with clothing lines.
2. Fashion - Fashion industry can explore collaborations with food brands, designing clothing items that integrate functionality, such as cup holders, and resonate with consumers.
3. 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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