Anya Hindmarch's Fashion Pop Up Presents Luxury Goods Like Groceries
Laura McQuarrie — August 12, 2014 — Marketing
References: anyasworld.anyahindmarch & psfk
With her newest collection of handbags and clutches taking inspiration from vintage cereal boxes, it's not a surprise that the Anya Hindmarch fashion pop-up shop in London borrows themes from the aisles of grocery stores.
The colorful shop plays off of the vivid color and imagery used on the products, including images of Tony the Tiger and the iconic Corn Flakes chicken. To complete the experience, the Anya Hindmarch Mini Mart is set up with gilded shopping baskets, refrigerators and open shelving that looks just like the aisles of a store. The store doesn't sell any real food except for ice cream cones, which are being offered just for this summer. Since Hindmarch is known for mixing high end and ordinary items, even if buying a bag is out of the budget, all shoppers will be able to come in and enjoy a refreshing ice cream for under a dollar.
The colorful shop plays off of the vivid color and imagery used on the products, including images of Tony the Tiger and the iconic Corn Flakes chicken. To complete the experience, the Anya Hindmarch Mini Mart is set up with gilded shopping baskets, refrigerators and open shelving that looks just like the aisles of a store. The store doesn't sell any real food except for ice cream cones, which are being offered just for this summer. Since Hindmarch is known for mixing high end and ordinary items, even if buying a bag is out of the budget, all shoppers will be able to come in and enjoy a refreshing ice cream for under a dollar.
Trend Themes
1. Food-inspired Fashion - Disruptive innovation opportunities in this trend include collaborations between fashion designers and food brands, as well as the creation of clothing and accessories that incorporate food-inspired elements.
Industry Implications
1. Fashion - Fashion companies can explore incorporating food-inspired designs into their collections, hosting food-themed pop-up shops, and partnering with food brands for unique collaborations.
2. Grocery - Grocery stores can leverage the popularity of food-inspired fashion by collaborating with fashion brands for limited-edition product lines, creating in-store displays that resemble fashion boutiques, and offering exclusive fashion-related promotions or events.
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