DO COLLABOS WORK, OR ARE THEY LAZY INNOVATION?
The term “limited-edition” has now become standard in the doors of such retailers as H&M, Target, and The Gap, touting high-profile collaborations with fashion giants like Missoni and Pierre Hardy. Lifestyle brands have gotten in on the act, courting creatives to re-imagine packaging and placement, seen recently in bottle design by Absolut and a Hennessey brand campaign featuring pop culture icon and artist, Futura.
But now, we’re talking coffee. And although Starbucks is not your average pour house, is this really an environment where “designer” makes a difference? Some would argue, “most definitely,” as several European brands (Illy, Segafredo, and more) were seemingly launched on a platform of sexy Italian premise, nothing if not a stylish, caffeine-injected addition to a fashionista’s busy day. And who is Rodarte? Not as household as say, Gucci or Ralph Lauren, so, what does this name bring to the Starbucks brand? Will it help move the needle, or does it matter at all to the customer who just happens to buy into the “limited-edition” lifestyle? Or the customer that simply likes the look of the product?
The Rodarte-Starbucks collaboration at least falls in line with what we might expect: a lighter, digitized play on the familiar green hues, with grey and silver, on items that are totally normal for the environment: cup sleeves, gift cards, tote bags, etc. And although the collection is being billed as specifically “holiday,” we can see this living beyond to Spring, with its bright, colorful palette.
Will you fall into fashion with Starbucks?
The Rodarte Holiday Collection debuts at Starbucks locations globally on November 13.
Read More at Bloomberg Businessweek