As well as being able to find deeply discounted produce and packaged consumer goods at No Frills, Canadian consumers will now also be able to find 'Hauler' streetwear from the discounted supermarket chain.
After being mysteriously teased on Instagram, Hauler is introducing itself to the world as a five-piece capsule collection, with items available for purchase like t-shirts, long-sleeve shirts and sweatshirts. Just as No Frills is known for its pared-back yellow branding, Hauler boasts simple style, banana graphics and obscure text that reads "thank you for hauling." Consumers are being encouraged to share their "No Frills Hauls" with the #HaulHard hashtag and #Hauler to show off their merch.
Over the past few years, fast food chains, snack brands and restaurants alike have released their own unique clothing and accessory lines, helping to transition food- or beverage-centric brands into lifestyle territory.
Key Themes Behind This Trend
- Grocery Store Streetwear
- No Frills' Hauler clothing line is an example of grocery store chains branching into streetwear as a new revenue stream.
- Branded Lifestyle Merchandise
- Food and beverage brands creating unique clothing and accessory lines is a growing trend to expand them into lifestyle and fashion territory.
- Social Media-based Marketing
- No Frills' use of hashtags to encourage customer engagement is an example of how social media can be used as a marketing tool for new product launches.
Where This Applies
- Retail
- No Frills' Hauler clothing line demonstrates an expansion opportunity for grocery store chains to diversify their revenue streams into fashion, apparel, and other lifestyle merchandise.
- Fashion
- Food and beverage brands creating fashion and apparel lines is a growing trend in the fashion industry that can provide new revenue streams.
- Marketing and Advertising
- No Frills' use of social media marketing and branded hashtags is an example of how brands can integrate social media into their marketing strategies to increase customer engagement.
