Opposites attract these days. Recently, Crocs, the shoe brand, joined forces with the Pringles brand of chips, and the restaurant PB Poulet Braisé with the clothing brand Pretty Little Thing. We grant you, at first glance, there is something that rings false with these associations. Like a bad Pokémon fusion between Pikatchu and Bulbasaur.
And yet, there are many advantages for a luxury house like Fendi and a brand of lollipops found in grocery stores to collaborate. There are precisely three, which Carina Cheklit, social media and influence communication strategist analyzed for 20 minutes.
Be creative to attract attention
When Fendi launches a luxury pacifier cover, it’s impossible to miss it. Presented during the Fall-Winter 2024/2025 fashion show, this accessory designed in collaboration with the lollipop brand Chupa Chups accompanied the bags and adorned the models on the catwalk. “There is a desire to create a buzz and explore areas that we don’t necessarily expect,” explains Carina Cheklit. In the case of Fendi, the collaboration was widely publicized on social networks. Instagram, TikTok… the brand highlighted these unique products to generate enthusiasm.
A pattern that is repeated among other brands, even outside of luxury. At Crocs, for example, collaborations are commonplace. But during their association with Pringles, they once again stood out by integrating a container into the shoe to accommodate chips. Original and memorable, this collaboration aroused keen interest. “Create original products that can also have significant value on the second-hand market,” adds the strategist. In search of rarity and over time, these improbable collaborations become real successes on the second-hand market.
Seduce a new audience
“Certain brands, even prestigious ones like Fendi, seek to get closer to completely different worlds. Ultimately, this broadens their audience reach,” says Carina Cheklit. When a clothing or shoe brand, whether luxury or not, partners with a food brand that speaks to everyone, it is also a way of reaching an environment that is not necessarily interested in the fashion.
“It’s about surprising consumers, reaching new audiences,” adds the strategist. Generally, these products are more affordable and it is also a way to have a little luxury in your diet. Or conversely, to have a little bit of our favorite snack brand in our clothes, like with a pair of Pringles-colored Crocs.
Improve customer experience
The third interest is to mix two worlds to “create a unique customer experience”. “The collaboration between the Pretty Little Thing brand and PB braised chicken is part of this approach which combines African street food with a fashion universe, thus offering consumers a different and engaging experience,” says the expert. A good way for brands who are increasingly looking to surprise their consumers and strengthen their brand image through memorable, more “premium” experiences. But also to improve their positioning on the market in order to attract the attention of sectors where they would not necessarily be expected.
In short, this trend reflects a “major evolution” in the field of marketing and brand communication, where “the creation of an immersive and differentiating customer experience becomes essential to stand out and build customer loyalty,” concludes Carina Cheklit.