Diesel x Mustafa Spotlights a Kebab Kiosk in Berlin
Laura McQuarrie — September 4, 2018 — Marketing
References: nl.diesel & thecurrentdaily
To show off its cool spirit, sense of humor and unconventional approach to marketing, Diesel launched the unexpected 'Diesel x Mustafa' limited-edition collection.
For this apparel range, Diesel worked with a cult Berlin-based kebab kiosk and launched what it calls "the ultimate fashion collaboration" at Bread & Butter, an experiential Berlin-based event and online shopping hub from Zalando that provides consumers access to pre-launches and rare finds. This youth-targeted launch appeals to consumers who are always on the hunt for what's on cutting edge, be it food or street style.
The Diesel x Mustafa collection includes everything from jumpers and t-shirts to hats, which pay tribute to "the only true artist of Berlin," Mustafa’s Gemüse Kebap, while also offering a fun spin on the popularity of brand collaborations.
For this apparel range, Diesel worked with a cult Berlin-based kebab kiosk and launched what it calls "the ultimate fashion collaboration" at Bread & Butter, an experiential Berlin-based event and online shopping hub from Zalando that provides consumers access to pre-launches and rare finds. This youth-targeted launch appeals to consumers who are always on the hunt for what's on cutting edge, be it food or street style.
The Diesel x Mustafa collection includes everything from jumpers and t-shirts to hats, which pay tribute to "the only true artist of Berlin," Mustafa’s Gemüse Kebap, while also offering a fun spin on the popularity of brand collaborations.
Trend Themes
1. Youth-targeted Collaborations - Youth-targeted collaborations offer a disruptive innovation opportunity to tap into the desire for cutting-edge products and experiences.
2. Unconventional Marketing Strategies - Unconventional marketing strategies present a disruptive innovation opportunity to capture consumer attention by partnering with unexpected brands or venues.
3. Street Style-inspired Apparel - Street style-inspired apparel provides a disruptive innovation opportunity to merge fashion and popular food culture, appealing to consumers looking for unique and expressive styles.
Industry Implications
1. Fashion Apparel - Fashion apparel industry can explore disruptive innovation opportunities by collaborating with non-traditional partners and leveraging unconventional marketing strategies to target youthful consumers.
2. Street Food - Street food industry can capitalize on disruptive innovation opportunities by partnering with fashion brands to create unique retail experiences and attract customers interested in fashion-forward food culture.
3. Experience-based Events - Experience-based events industry can explore disruptive innovation opportunities by hosting unexpected collaborations between brands, appealing to consumers seeking novel and immersive experiences.
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