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.


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