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Why F&B brands should consider a foray into fashion

Why F&B brands should consider a foray into fashion

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F&B brands are taking their iconic logos and trademark taglines to the retail scene. From renowned brands such as Coca-Cocal, KFC, Burger King, A&W and Arby, to even more domestic and regional brands such as Irvins and Beauty in the pot, F&B branded apparel has become somewhat of a marketing fad over the past few years. 

Oddly enough, this was not always the case. In 1986, a year after Steve Jobs resigned as chairman, Apple launched The Apple Collection, a collection of Apple-branded clothing, accessories, and lifestyle items. Needless to say, it didn't sit well with consumers and turned out to be a flop – which makes us think, perhaps Job’s iconic black turtleneck would have fared better. 

So why do these F&B brands remain undaunted despite the warning signs of Apple’s failed venture?

According to a KFC’s spokesperson, the intent behind pursuing branded apparel is not financial gain for the brand. Rather, it is looking to build brand love and buzz. The spokesperson further explained to MARKETING-INTERACTIVE that retailing merchandise and apparel gives the brand more freedom to take on a personalised and localised approach. “While KFC is all about 'Finger Lickin’ Good' fried chicken, we know the love for our brand reaches far beyond that. Offerings outside of our core menu enable us to relate to our customers in new and creative ways,” the spokesperson said. 

KFC is also no stranger to retailing branded apparel to fans across the world – with a permanent clothing line available online in the UK since 2017.  Closer to home in Singapore, earlier this year, the brand celebrated all things local for National Day on 9 August this year with its exclusive streetwear capsule collection, in collaboration with home-grown fashion designer Amos Yeo. Titled “STATE: ORIGINAL”, the collection drew inspiration from KFC’s “Always Original” brand positioning. The collection comprised 11 limited edition pieces of apparel and accessories, showcasing Amos Yeo’s interpretation of “the original state of self” in his signature design and style.

KFC Malaysia also showed its creative prowess launching a streetwear collection, in partnership with Pestle and Mortar Clothing during 2019's Malaysia Day. The collection included a t-shirt featured Colonel Sanders in a sarong with the caption "Who's your atuk (grandfather)?" and a hoodie with trilingual taglines of the "Finger Lickin' Good" slogan, among others.

Over the years, KFC has also sold candles, pillowcases, speedos, Christmas jumpers and even Crocs slippers – which sold out in just 30 minutes after it launched. Encouraged by the uptake, KFC’s spokesperson said, “Based on the strong response to branded apparel collections we’ve received from fans thus far, we plan to leverage similar marketing strategies moving forward.”

However, for Monkey Shoulder, which recently made its mark on the apparel scene, tapping into unexpected mediums and offerings is more about challenging conventions.  Samuel Ng, regional brand ambassador for Monkey Shoulder, said that the brand wants to reach consumers beyond drinking occasions, to break down the perceptions of scotch being dull and stuffy. 

“We constantly seek opportunities to cheekily reinvent the dull and the conventional to deliver moments of playful escapism to whisky and cocktail lovers. We’re all about reminding them of the time when they were growing up, and when life was less serious,” he added.

Monkey Shoulder made its apparel debut during the launch of its Pyjama Suit, which comes with the second installation of our Don’t Let the Grind Get You Down campaign. According to Ng, the goal of the Pyjama Suits launch was to throw a wrench into a common pain point with some light-hearted humour; sending the message that “life is serious, but there’s always a way for some serious fun”.

Following the success of its recent campaign, Mokey Shoulder plans to look into similar campaigns in 2022, though Ng did not elaborate if the campaigns will be centred on apparel as well.“We’re all about challenging convention, so you can definitely expect more fresh and exciting campaigns from us in the near future as we continue to #MakeItMonkey and put ourselves at the forefront of the cocktail revolution,” Ng said.

COVID-19 as a driving force 

Industry players MARKETING-INTERACTIVE spoke to said that the trend of F&B apparel is here to stay, and may very well see heightened growth over the next few years. Graham Hitchmough, regional COO, Bonsey Design said that the trend has been steadily growth across the world over the last five years, but has been given “a shot in the arm” from the pandemic. 

Hitchmough explained that prior to the pandemic, F&B branded apparel were only released by global brands such as Coca-Cola, or US restaurant brands such as White Castle, Taco Bell, McDonald’s and KFC. However, since the pandemic, even domestic, regional and international brands are joining the foray. “COVID-19 has also driven huge growth in leisurewear that is further encouraging fast food and fast fashion to join forces,” he added.

In Singapore for example, this year, Uniqlo launched a T-shirt in collaboration with Beauty in the Pot, while Irvins partnered with Cotton On to create limited edition loungewear and merchandise.  Hitchmough attributes the trend to cultural and commercial drivers, as “years of austerity and counter-culturalism" have made it cool to celebrate fast food brands that are “the epitome if casual consumerism”. Furthermore, both street food and street fashion share commonalities such as limited editions, brash logos and fierce tribal loyalties.

COVID-19 was also imperative in this boom as F&B brands had to look at alternatives to protect and drive revenue while connecting with consumers who were suddenly interacting with the brand in new, remote ways.

Exclusivity is key 

Meanwhile, Sharon Tan, head of communications at Adwright, attributes the success of the apparel launches to their limited numbers. “Brands should thread on a fine line in its clothing design, promotional strategy, pricing strategy and stocks level. The fashion line should create scarcity to make it a coveted item,” she said.

Additionally, design and practicality also play a part in capturing fans’ attention. For instance, diners who wear Beauty in the Pot’s T-shirt when visiting the restaurant will be given a discount. Separately, quirky and clever brand messaging will also compel fans to purchase the apparel, Tan said. 

While F&B branded apparel is here to stay, Tan says that moving forward, we may also see a rise in F&B brands collaborating with non-profit organisations and taking on environmental initiatives. With the rising demand for companies to support local in the region, F&B brands may also start tapping into local produce or partner with local agriculture. 

 

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