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

Stop negotiating and bring in the engineers

Surviving in a declining market is the biggest challenge for discount/mass-market retailers and suppliers of commodity products such as basic T-shirts, hoodies or cotton men's shirts – which is why it...

BLOG

The implications of buyer purchasing practices

New research has delved into one relatively underexplored aspect of global supply chains: how buyer purchasing practices impact wages and working conditions....

BLOG

just-style readership survey 2017 – Final reminder

We’re currently carrying out a survey to get a better understanding of the issues that matter the most to our readers, and how we can better serve you in the future. ...

BLOG

Why China continues to lead apparel sourcing

On just-style last week we took an in-depth look at why China is expected to retain its leading role in apparel sourcing for some time to come. ...

just-style homepage



Forgot your password?