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

Slowing economic growth weighs on 2020 sentiment

As we move into the final month of the year, it’s not surprising that anxiety and concern appears to be the prevailing mood across the fashion sector for 2020. A new report offers the ten trends set t...

BLOG

Sustainability is fast fashion’s Achilles heel

Two aspects of sustainability – environmental impact and worker well-being – are often buried under greenwashed marketing and feel-good statistics; the seeds of where fast fashion's demise have taken ...

BLOG

Vietnam's textile-garment plan hits hurdles

domestically-made textile inputs remains a major problem that continues to hinder clothing manufacturers in the country....

BLOG

Levi Strauss leads on green supply chain in China

Sustainability remains top of mind for the industry with Levi Strauss, Adidas and C&A ranked amongst the leading brands to have made progress in environmental supply chain management in China over the...

just-style homepage



Forgot your password?