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TREND FOCUS: FOOD & BEVERAGE
Housewares Growth
Linked closely to the growth in food and beverage brands is the upward trajectory of licensed housewares. DJ and cook book author, Fearne Cotton created a buzz when she joined Swan to launch the new Fearne by Swan Housewares, including bakeware, baking accessories, cookware and tea-ware. The world of art and design continues Right: Fearne Cotton created a buzz when she teamed up with Swan for a new housewares launch.
F&B – A Recipe For Success
Louise French, vice president, business development & marketing, Beanstalk “Take a look around any high street fashion store such as Primark or Uniqlo and chances are you’ll recognise a familiar food brand on an item of clothing. The trend for much-loved food and beverage brands extending into the lifestyle sector has never been stronger and there are a host of licensing opportunities for food and beverage brands in the apparel, beauty, home décor areas and more. There is currently significant consumer appetite for well-loved food and beverage brands to extend their heritage and intellectual property into lifestyle categories through collaborations and retail partnerships, so how does a food and drink brand successfully expand into the lifestyle sector? Diageo brand GUINNESS, one of the most iconic and recognisable beer brands in the world, has expanded into various lifestyle categories through licensing, successfully translating the legacy of its heritage and visual identity into a range of apparel, accessories and jewellery. GUINNESS’ unexpected collaboration with London-based designer brand Blood Brother effectively moved the brand further into the luxury lifestyle space, attracting millennial Inset: GUINNESS jewellery from Newbridge Silverware.
consumers and communicating the brand in a refreshing way. Equally, GUINNESS’ collaboration with leading Japanese retailer Uniqlo introduced the brand to a wider audience globally and at a more democratic price point. GUINNESS has also partnered with German clothing retailer, EMP, for an apparel collection that reflects the rich history of the brand through on-trend designs including leather jackets, sneakers, tops and jeans which support GUINNESS as a lifestyle brand. GUINNESS cleverly integrates elements of its brewing process, such as the hop flowers, in an award-winning jewellery line with Irish based company Newbridge Silverware, that builds on the brand’s appeal to female consumers. In the lifestyle space, GUINNESS’ licensing programme continues to reach new and existing consumers of all ages, while creating new opportunities to connect with the brand outside of the drinking occasion. Perfetti van Melle owned lollipop brand Chupa Chups and soft drinks brand Coca-Cola are further examples of brands which have successfully extended in the lifestyle sector, attracting new consumers to engage with them and rewarding existing consumers. In addition, extensions in non-food and drink areas open up new channels of distribution for the brands, supporting their lifestyle positioning and reminding consumers of the brand in non-traditional places. Chupa Chups has expanded its distinctive logo, designed by celebrated artist Salvador Dali, and iconic lollipop shape, by partnering with several lifestyle brands including designer Maya Hansen, FILA Asia, Zara Group and Uniqlo. Through collaborations and retail exclusives, Coca-Cola has leveraged its 130year history and iconic logo into the lifestyle space with KITH, Forever 21, Sugarbird, The Face Shop, to name just a few. Consumers have a strong emotional connection with the brands that they know and love and this often translates into demand for brand extension in new areas. Licensing allows food and drink brands to capitalise on these opportunities working with experts outside of their core capabilities to deliver new brand experiences to be enjoyed in everyday life. By creative use of IP and considered relevant partnerships, licensed food and drinks lifestyle extensions can be a key strategic part of a brand’s overall marketing mix.”
LICENSING SOURCE BOOK EUROPE 2018
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