Hot story
Where is Content Marketing Heading?
Where is Content Marketing Heading? May 8, 2013
Editor's pick
Branding the Presidents of The United States
Branding the Presidents of The United... May 9, 2013
Food and Fashion – Banana Republic Teaming Up With Bon Appétit by Katarina Radovic
  • July 3, 2012
    • ,

It seems that food is finally becoming a part of fashion – Banana Republic has announced the latest collaboration with Condé Nast Publications’ Bon Appétit, this time putting food and fashion together, along with the online restaurant reservation service OpenTable. These two brands will create a new summer apparel collection called Desk to Dinner starting with advertising and social engagement next week. The campaign will include an Open Table blog, Dining Check with culinary tips and news.

Photo: NY Times

This is the first time Banana Republic has worked with a food publication, said Chris Nicklo, vice president for marketing at Banana Republic in San Francisco.

Food is “definitely one of the passions” of the brand’s customers, he added, and the campaign also enables Banana Republic to expand its clientele because “Bon Appétit and Open Table have audiences that are outside my own. Collaboration, in my mind, is the wave of the future. By partnering, we could bring more to bear than any of us could alone.”

Besides the fashion line, the important goal is to launch Bon Appétit magazine in some higher involvements other than cookery. The “Desk to Dinner” collection will be available in 450 Banana Republic stores in North America and some stores in Houston, Chicago and Miami, with some opening events featuring chefs from local restaurants.

There’s a big chance that this combination will become mainstream – I think it’s a great way to mix audience with various interests and consumer habits.

Interesting read? Share it:

BY Katarina Radovic

Contributor

Katarina Radovic
Since kindergarten she knew she was born in a wrong time. She is stuck in the 50’s, time of gold Hollywood, feminine and glamour. As a three year old she drew her first fashion sketch and fell in love with theater. That’s how her future was decided. Today she’s a student of fashion and theatre costume at University of Applied Arts in Belgrade. As a Senior Writer for Branding Magazine she’s active on the field of fashion branding and development.
As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. Founded in March 2011 by a team of young professionals passionate about brands and design, the magazine has since become one of the principal sources about branding on the web.
MAGAZINE
INFO & MAGAZINE
ADVERTISING
© 2013 Branding Magazine. All rights reserved.
As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. Founded in March 2011 by a team of young professionals passionate about brands and design, the magazine has since become one of the principal sources about branding on the web.