Greggs X Primark collection: why the collection is set to be a success
Earlier today, Fashion retailer Primark and bakery Greggs announced a second collaboration. Is this becoming a thing?
The previous Greggs X Primark collection launched in February this year, was revealed to be the third most successful food brand collaboration from the past decade according to a study on the most successful brand collaborations. The collection drove 89% laughing reactions and 110,300 likes on social media according to Buzzsumo and Tagger insights.
Merchandising expert and founder of leading printing company, ICON Printing, Alex Econs, suggests three reasons why the collaboration has been so successful:
Understand your target audience
“Brand collaborations can be a brilliant way to target a new customer base however step too far outside the realms of audience relevancy and your brand collaboration will be a flop. Greggs X Primark is a great example of how brands have understood exactly where their audience shop and launched merchandise that was guaranteed to get fans talking. Luckily for Greggs, they have a tongue in cheek persona that doesn’t take itself too seriously and it’s paid off for the brand. There is almost no limit to what companies from different industries can come together to create. ”
Novelty works
“Brits love novelty merchandise and are clamouring at the chance to wear their favourite brand’s merch is this season. Some of the most iconic brand collaborations have come from the most seemingly unlikely partnerships. Whilst it doesn’t work for every brand, novelty merchandise can be incredibly successful. Understand your audience and their lifestyle before choosing your brand partner and you’ll create a collection that fans will clamour over.”
Smash the marketing
“The most successful brand collaborations are hugely varied in their product offering and price point, however one constant amongst them is how successfully their teams promoted the merchandise ahead of the launch. Social media marketing, in particular, can engage fans attention right from the conception of the idea and the engagement we saw from the launch of these brand collaborations proves just why it should be a vital part of launching any merchandise.”
