Greggs Sandals Footwear Slingback Clogs Size 8 Primark Black Faux Fur-Lined

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Greggs Sandals Footwear Slingback Clogs Size 8 Primark Black Faux Fur-Lined

Greggs Sandals Footwear Slingback Clogs Size 8 Primark Black Faux Fur-Lined

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Gucci launched a first iteration of its collaboration with The North Face in January 2021, before releasing the second in January 2022. The Adidas x Gucci collection landed in June 2022. By redesigning and relaunching the uniforms as part of a subversive ’Street Meats’ collection, we were able to elevate what was already a core asset for the brand into a modern and future-facing piece of collateral that could be used to connect with younger audiences in an authentic way. Repurpose old ‘hype’ tactics to create a new kind of cool A seemingly unlikely collaboration, but one that made perfect sense to the city's Greggs fans who excitedly bought up the entire range within hours of it going on sale in Newcastle on Saturday, February 19. The starting point for Primark in approaching its collaboration with Greggs was also creating joy among its consumers.

The starting point is always our values,” she adds, saying that discussions around how the partnership would come to life in terms of marketing and communications came about after the two brands decided they were a good fit in terms of purpose. Tim Kelly, the director of new business development at Primark, said the retailer was looking to team with brands “we know [our customers] love” on clothing ranges and in-store experiences. Alex Econs, merchandising expert and founder of printing company, ICON Printing, said: "With a large number of merch released over the past year and from the news coverage and social media storm we’ve seen it generate, it’s undeniably a great marketing tactic for brands. Greggs has yet to reveal the clothing line, and whether it will feature prints of its iconic baked goods, however one PR image shows a simple hoodie featuring the Greggs logo. The limited-edition range of 11 pieces will be available in 60 stores.

While this trend is only in its infancy in the UK, collaborations between FMCG, F&B or CPG brands and the world of fashion have become almost de rigueur over the pond. From Panera’s ‘soup’ swimsuits and SunnyD’s bold bobble hats, to the release of Oscar Mayer’s revamped ‘Hotdogger’ uniforms to the public [which BrandOpus worked on], the ‘merchi-fication’ of brands is one of the more humorous marketing trends to evolve in the last few years. An advantage of the Primark and Greggs partnership is that the collection is instantly recognisable, says Lees. She explains Tony’s Chocolonely views itself as “an impact company that happens to make chocolate”, a vision which is very similar to how Ben & Jerry’s sees itself. She describes how the two brands “dated” for a time before deciding to embark on the collaboration to ensure they were a right fit for each other.

Lees advises that before brands embark on partnerships, they must look at their existing and target customers to understand their habits and which other brands “are in their ecosystem”. Violence never results in peace and the first step to a two-state solution is to end it 01 November, 2023 AI summit is Sunak’s finest hour 01 November, 2023 Why birdwatching is the perfect hobby for Gen Z 01 November, 2023 The sell out success of the KFC x Hype and Greggs x Primark collaborations shows brands do not necessarily have to be from the same world to partner successfully. However, Lees advises brands should think about the “synergies” between themselves and prospective partners.While these collaborations may seem like a short-term execution the long-term brand-building is really important for a brand like Gucci,” Lees adds, pointing to data from Kantar’s 2022 BrandZ report which shows Gucci’s brand value grew 12% year-on-year. Whether its a great musical collaboration or a tasty wine pairing; two great things coming together can sometimes result in magic. Greggs is also, unusually, seen as a brand worth its salt. “Despite being a large chain in the UK, it still manages to project a sort of humble egalitarianism,” says Matthew Whitehouse, editor of the iconic youth culture magazine The Face. “To paraphrase Andy Warhol, a steak bake is a steak bake.” Plus, he says, citing staff bonuses and free breakfasts for primary schoolchildren, “it appears to be a really brilliantly run company.” What are your opinions on this collaboration, will you be rushing to a Primark near you to buy something? This use of underlying message creates a connection much stronger than advertising, with consumers (literally) able to wear your brand with pride. Which is why this will work so well for Greggs and Primark. Two iconic British brands that are the epitome of the high-street, with a shared grab-and-go culture, the collection works to subtly reinforce a brand message for both and win the hearts and minds of consumers in a new and exciting way.

It might seem counter-intuitive for brands to partner up to stand out, but distinctive collaborations can generate buzz for those involved. Recent examples include Primark launching an apparel range with bakery chain Greggs and sportswear brand Adidas collaborating with fashion brand Gucci. Greggs does great value, quality foods and we do great value, quality fashion. Jermaine Lapwood, Primark Greggs and Primark will open a pop-up boutique in Soho between 17 and 18 February to “offer eager fashionistas the chance to get their hands on some of the new collection before the rest of the nation”, with two pieces available for free to those who manage to secure a slot when bookings open on 10 February. If you see someone at the airport or on the street with Greggs’ merch you immediately know it’s from Primark,” he says. Choosing a partner wisely The 130-seater Greggs x Primark cafe will unsurprisingly sell sausage rolls and bakes, and offer the “ultimate Greggs experience” which includes donut theming.Seemingly unlikely partnerships are the bread and butter of fashion collaborations. “Whether it’s Burberry x Vivienne Westwood, Supreme x Louis Vuitton or Balenciaga x The Simpsons, it’s all about catching the customer unawares,” says Anthony McGrath, course leader in fashion marketing at London College of Fashion and founder of the Men’s Style Blog. But despite the frivolity at its core, there is function to these tie-ups too – and therefore significant brand value in pursuing them, so long as you bear the following in mind: Leave ‘serious’ at the door

Critically, both Greggs and Primark know what they are not: aspirational or high fashion. This self-awareness is essential to ensuring that anything they launch, outside of business-as-usual products, remains authentic and keeps the public ’in on the joke’. Streetwear lines from unexpected brands work best when they poke fun at a fashion industry, which can often take itself too seriously. However, for Ben & Jerry’s the object of the partnership is not driving sales or buzz, but impact. The partnership focuses on the cocoa supply chain and sees the ice cream brand join Tony’s Chocolonely’s mission to make chocolate 100% slave free. So, what does it take to make such an unexpected pairing work and why is the Greggs x Primark crossover a match made in heaven? The 'merchi-fication' of F&B Generating conversation and being a brand that plays a role in culture are the central aims of this partnership for KFC, says Public Relations Manager at the business Georgia Wilkins.

A match made in heaven?

We were challenged by our chief executive Paul Marchant to find exciting and new ways to delight our customers in every store every day,” says Lapwood. He adds that brand partnerships can be also used to “drive legitimacy” for businesses moving into new spaces. He gives the example of Beyond Meat partnering with McDonald’s on its McPlant burger. That collaboration helps lend more credibility to McDonald’s by borrowing Beyond Meat’s expertise, Lees explains. Another brand using a collaboration to reach new audiences is KFC. The fast-food chain partnered with youth-focused fashion-brand Hype on a capsule of apparel and accessories. For KFC, the collaboration was aimed at tapping into a younger demographic and creating a range people could wear at festivals.

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