by Danielle Renda As more snack and fast-food brands use fashion streetwear as a way to market their brands to consumers, Coca-Cola opens its first store in London. The store also offers guests the chance to create their own custom Coca-Cola can on a digital screen using its customization center, and to bring home with them as a gift or souvenir. The trend continues with more snack and fastfood companies launching limited-edition apparel collections and opening online stores to sell branded merchandise, with new campaigns popping up every week. In April, beverage giant Coca-Cola marked a milestone by opening its first-ever flagship store in London, offering branded streetwear and accessories. BRANDABLE Coca-Cola Opens Flagship Store In London In-store items are designed through a collaboration with Pigeon, a brand owned by streetwear designer Jeff Staple. Bi-monthly merch drops will be released in collaboration with other brands including Alma de Ace, BAPE, BE@RBRICK, Herschel, Lee jeans and Soho Grit. Store-goers can also make their own personalized Coca-Cola cans at the customization center, which they can bring home as a souvenir, and enjoy Coca-Cola-inspired mocktails made by the in-store “bartender.” To get the word out, Coca-Cola turned to social media and influencer marketing, partnering with Tayce, a RuPaul Drag Race UK star representing the LGBTQ+ community. Michelle Moorehead, Coca-Cola’s VP of licensing, told Marketing Week, “We’re often asked by our fans where they can get exclusive prices and merchandise. The store lets us put all these exciting products in one place and as part of an immersive Coca-Cola experience.” The store features workwear, streetwear and sustainable apparel, including tees, sweatpants, matching sets, denim jackets, jeans, hats and boilersuits. Here are three of the items sold in-store and also in Coca-Cola’s online store. The Coca-Cola x Staple Linear Unisex Tee is a classic tee available in Coca-Cola’s signature red and also in heather gray. Designed by @StaplePigeon, the 100% soft cotton tee is machine-washable, as are all three of these products, and features an embroidered script logo across the front. The Coca-Cola Split Crop Women’s Hoodie offers a blend of two different designs—just in case fans have trouble choosing their favorite. Made from a blend of 70% cotton and 30% polyester, the crop-style fleece sweatshirt features sleeve and waist cuffs, a hood with a pull-cord and embroidery work on the front and sleeve. The Coca-Cola X Staple Sweat Short, available in black and heather grey, are comfy, everyday shorts made from a soft blend of 70% cotton and 30% polyester. Details include an elastic-tie waist, a back Velcro closure pocket, slash pockets and an embroidered logo on the left leg. Photo courtest of Coca-Cola UK. | JUNE 2022 | 57 THINK
RkJQdWJsaXNoZXIy NzU4OQ==