Blog: An appetite for fashion

Joe Ayling | 7 April 2010

It is not often that food brands venture into fashion, but breakfast cereal Special K is an obvious fit.

News that Kellogg's will launch a version of its trademark red dress at Marks and Spencer stores this summer comes as no great shock to just-style.

Not only has Twitter been buzzing with speculation, but the dress is a fixture on television screens.

The dress, which we are conditioned to associate with Special K models spinning around after yoga practice thanks to the brand's powerful marketing, has become much sought after.

"Special K consumers have been asking us for years where they can buy the dresses featured in our advertising and this partnership," says Greg Peterson, managing director of Kellogg’s UK Marketing & Sales.

The release should boost traffic of healthy living women through Marks and Spencer's doors, with Special K being the UK's most popular cereal.

With the dress costing the equivalent of just ten boxes of Special K cereal too, Kellogg's might come to realise that fashion is often a faster way to a woman's heart than low calorie cereal.


BLOG

Industry welcoming move to renegotiate NAFTA

The US textile industry has welcomed President Donald Trump's decision to renegotiate NAFTA, saying it is in America's national interest to modernise the trade agreement....

BLOG

Cutting edge technology defining apparel industry

Cutting-edge textile processing products including a new technology for dyeing yarns in a more sustainable manner and a digitalised sewing machine set up via a touchscreen or app, were among the most ...

BLOG

Ethiopia apparel and textile industry making massive gains

just-style's editor Leonie Barrie recently visited Ethiopia to see for herself the massive developments taking place to elevate this East African nation into a compelling new garment and textile sourc...

BLOG

Collaboration remains a challenge

Collaboration between retailers, brands and their suppliers is a mission critical element in developing a slicker and more cost-effective supply chain. But in an increasingly complex fashion environme...

just-style homepage



Forgot your password?