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.