Just in time for the summer, McDonald’s and BEAMS joined forces to launch of line of apparel and accessories that honor the fast food chain's most iconic offering, the Big Mac.
Included in the collection are graphic tees, burger-emblazoned baseball caps, large tote bags, triangular purses, and phone cases. In order to keep the drop exclusive and to increase consumer involvement, McDonald’s and BEAMS will only release a total of 300 of each piece within the collection. In addition to boasting imagery of the burger that was first introduced in Pittsburgh, McDonald’s and BEAMS include the date that it first became available on some of the pieces, with the year 1968 decorating them.
In addition to the collaborative apparel and accessories, consumers can purchase jars of the delectable Big Mac sauce from eCommerce site Rakuten.
Key Themes Behind This Trend
- Fast Food Fashion
- Opportunity for fast food chains to collaborate with fashion brands and release limited edition clothing and accessories that pay homage to its most iconic food items.
- Exclusive Drops
- Opportunity for brands to limit the release of products in order to increase consumer involvement and cater to a niche group of buyers.
- Branded Food Products
- Opportunity for food brands to release popular food items as retail products, capitalizing on brand recognition and consumer demand.
Where This Applies
- Fast Food Chains
- Fast food chains can explore collaborations with fashion brands to create limited edition, high-end clothing and accessory lines that pay homage to their food items.
- Fashion Industry
- Fashion brands can partner with food chains to release exclusive clothing and accessory drops, increasing consumer involvement and catering to a niche group of buyers.
- Food Retail Industry
- The retail industry can capitalize on branded food products and release popular food items from fast food chains as retail products to satisfy consumer demand.
