Greggs Sandals Footwear Slingback Clogs Size 8 Primark Black Faux Fur-Lined

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For luxury brands like Gucci, collaborations with Adidas and outdoor brand The North Face has enabled the fashion house to introduce itself to people outside its existing audience, says Lees. Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit. The starting point is always our values,” she adds, saying that discussions around how the partnership would come to life in terms of marketing and communications came about after the two brands decided they were a good fit in terms of purpose. While in the fashion industry brands have been grabbing attention through collaborations for years, recent times have seen some more unexpected tie-ups. We looked at the chocolate industry and saw that it can be a very inequitable place for cocoa farmers,” says Kerry Thorpe, Ben & Jerry’s head of communications.

The 130-seater Greggs x Primark cafe will unsurprisingly sell sausage rolls and bakes, and offer the “ultimate Greggs experience” which includes donut theming. Taking such an approach also enables both brands to capitalize on the ‘hype’ of being limited and to benefit from the halo effect of exclusivity previously reserved for achingly cool brands like Supreme. You can’t buy these collections in the traditional sense, but you can ‘cop’ them through fervent dedication to the brand. This subtle dig at the growing ‘uncoolness’ of millennial hype culture – scorned by Gen Z, who prefer unfiltered to curated feeds – is also cognizant of the fact the hierarchy of what’s in and what’s not is shifting. A seemingly unlikely collaboration, but one that made perfect sense to the city's Greggs fans who excitedly bought up the entire range within hours of it going on sale in Newcastle on Saturday, February 19.Take a look at the full collection below and see if there’s anything you’ll be rushing to buy this weekend. We were challenged by our chief executive Paul Marchant to find exciting and new ways to delight our customers in every store every day,” says Lapwood. Greggs customer director Hannah Squirrell describes the collaboration with Primark as “a match made in high street heaven”, which brings together two “greats” of the UK’s town and city centres. What are your opinions on this collaboration, will you be rushing to a Primark near you to buy something?

By redesigning and relaunching the uniforms as part of a subversive ’Street Meats’ collection, we were able to elevate what was already a core asset for the brand into a modern and future-facing piece of collateral that could be used to connect with younger audiences in an authentic way. Repurpose old ‘hype’ tactics to create a new kind of cool Critically, both Greggs and Primark know what they are not: aspirational or high fashion. This self-awareness is essential to ensuring that anything they launch, outside of business-as-usual products, remains authentic and keeps the public ’in on the joke’. Streetwear lines from unexpected brands work best when they poke fun at a fashion industry, which can often take itself too seriously. A shared sense of humour has been vital for the collaboration. Greggs “doesn’t take [itself] too seriously”, says Lapwood, who explains a shared sense of fun means the collaboration “just makes sense”. So, what does it take to make such an unexpected pairing work and why is the Greggs x Primark crossover a match made in heaven? The 'merchi-fication' of F&B Violence never results in peace and the first step to a two-state solution is to end it 01 November, 2023 AI summit is Sunak’s finest hour 01 November, 2023 Why birdwatching is the perfect hobby for Gen Z 01 November, 2023It’s seen as an unpretentious and affordable brand,” says Poile, “and people want to align themselves with that everyday quality.” This is perhaps particularly true at a time when national discourse is dominated by talk of elitism; a bumbag with a sausage roll on it couldn’t be further from a prime ministerial hopeful wearing Prada loafers if it tried. For us, it was about trying something different, being bold and disruptive. Collaborating with a lifestyle brand such as Hype allowed us to cut through and drive fame by embedding our brand at the heart of culture” she says. A match made in heaven?

Greggs has yet to reveal the clothing line, and whether it will feature prints of its iconic baked goods, however one PR image shows a simple hoodie featuring the Greggs logo. The limited-edition range of 11 pieces will be available in 60 stores. We said, if we wanted to do a partnership then we wanted to throw out the fashion rulebook, we wanted to partner with a brand that would create a lot of conversations, but where people just wouldn’t see it coming,” says Primark’s head of innovation and future trends, Jermaine Lapwood. Another brand using a collaboration to reach new audiences is KFC. The fast-food chain partnered with youth-focused fashion-brand Hype on a capsule of apparel and accessories. For KFC, the collaboration was aimed at tapping into a younger demographic and creating a range people could wear at festivals.

Greggs does great value, quality foods and we do great value, quality fashion. Jermaine Lapwood, Primark

Lees advises that before brands embark on partnerships, they must look at their existing and target customers to understand their habits and which other brands “are in their ecosystem”.It might seem counter-intuitive for brands to partner up to stand out, but distinctive collaborations can generate buzz for those involved. Recent examples include Primark launching an apparel range with bakery chain Greggs and sportswear brand Adidas collaborating with fashion brand Gucci. The same has not always been said of Primark, which does not pay the “real living wage” in the UK and has been criticised for alleged maltreatment of garment workers abroad. But it is the Greggs name that will appear on the clothing for all to see. The highly anticipated 11-piece clothing range will go on sale across 60 Primark stores on Saturday with the pair also opening up a pop-up boutique on Dean Street in London’s Soho ahead of the collection’s launch. While these collaborations may seem like a short-term execution the long-term brand-building is really important for a brand like Gucci,” Lees adds, pointing to data from Kantar’s 2022 BrandZ report which shows Gucci’s brand value grew 12% year-on-year. He adds that brand partnerships can be also used to “drive legitimacy” for businesses moving into new spaces. He gives the example of Beyond Meat partnering with McDonald’s on its McPlant burger. That collaboration helps lend more credibility to McDonald’s by borrowing Beyond Meat’s expertise, Lees explains.