Tuesday, March 4, 2014

A Food Story: Lessons Learnt from Moschino "McDonald's" Fall '14 Collection

Moschino Fall 2014 

This is one case where that occasional phrase; “Fashion is my Food” is applicable.  By applicable, I mean literally because after the unveiling of Jeremy Scott for McDonalds bags we {well, the few fashion people who love food} can walk into McDonalds – or any eatery as such around -  to order a burger with already existing ‘fries’ – the ones on the bag of course.

Either way, you can eat your cake and have it – just the way Jeremy Scott planned it for Mochino and McDonalds fall/winter 2014. How lovely right?

Truth be told, I wasn’t quite grasped by the news at first but sooner than expected, it became top on the ‘Popular Page’ on Instagram. Everyone – that mattered of course, shared a photo {with a quirky caption} of the bag on their pages. And yes, the like buttons didn’t stop increasing; no one was bored of seeing the photos of a ‘foodie’ bag on a tray {like food} on the dining table {like food} or hand-in-hand with a coffee cup {like breakfast}.

See? Nothing, absolutely nothing, and I mean idea too – is impossible to execute. Why? Because someone {scrap that}, lots of people out there want that crazy idea, lots of people are willing to explore, to participate or simply put, live life beyond the usual – they want ‘different’, they want unique, they want their favorite brands together.

This collaboration in many ways got me pondering. I mean, who would’ve thunk it? Moschino and McDonalds, couldn’t just have been just because of the symbolic M they have in common. Clearly, it’s about brand heritage, compatibility {they’re both cheeky, playful- *in terms of brand perception*}. In other words, both brands did a fantastic job at comparing and contrasting their similarities and difficulties before setting on a joint effort. Not that I have concrete information on the terms of the collaboration but I took some time to check into the background of both brands and found interesting details about Moschino and McDonalds. These are minute details but to an extent tell how sustaining a brand relies solely three key points; Brand Heritage, Brand Sustenance, Brand Consistency.

In an effort to compare both brands I deduced the following, I’m guessing they must have considered this too and while age gap between Moschino and McDonald’s is quite large they found a common… How about that?

Moschino vs McDonald’s


  •     After Franco Moschino's untimely death in 1994, Rossella Jardini, his former assistant, became creative director à Brand Heritage

·        In October 2013, Jeremy Scott became Moschino's creative director and his first collection showed in Fall 2014 à Brand Sustenance.
·   Humor is an essential ingredient in Jeremy Scott collections, just as it was for Franco Moschino à Brand Consistency.
·        Fall 2014 marks Scott’s first full season as the creative director of the Italian label — he made his debut for pre-fall 2014.
·         The red-and-yellow backpack from the fall 2014 show is already sold out àBrand Consistency 
·         The collection in McD’s iconic red and yellow palette came complete with Golden Arches-themed sunglasses, a French fry phone cover and a can’t-miss handbag embellished with an oversized M. Trademark letter of both brands à Brand Heritage.

·      The McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries and increasing yearly àBrand Consistency.
·   The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald at 1398 North E Street at West 14th Street in San Bernardino, California (at 34.1255°N 117.2946°W) à Brand Heritage
·    To accommodate the current trend for high quality coffee and the popularity of coffee shops in general, McDonald's introduced McCafé, a café-style accompaniment to McDonald's restaurants in the style of Starbucks àBrand Sustenance
·  In 2006, McDonald's introduced its "Forever Young" brand by redesigning all of its restaurants, the first major redesign since the 1970s à Brand Sustenance
·   The goal of the redesign is to be more like a coffee shop, similar to Starbucks à Brand Sustenance

Moschino designer, Jeremy Scott with models from the show

Lessons for younger brands:
  • -    Heritage, aesthetics and consistency are vital; the oldest brands emphasize and explore the elements of their heritage which allows them a lot of opportunities to expand, collaborate and reinvent the brand to suit the generations to come.

  • -   There is always a link between fashion and anything – fashion or design is not restricted to nature or such. It all comes down to the ability to discover the hidden, compare and contrast the options of brands, e.g. Moschino and McDonalds, Rodarte and Starbucks, etc

  • -        Brands need to see beyond the corporate world and government for support. Yes, they are big and can support financially but in some instances creative joint effort, smart collaboration can yield great return on investment. The red-and-yellow bag sold out from the Moschino x McDonald’s collection.

  • -       Watch out for brands that share similarities with your brand – there’s always a link between the high end and the bourgeoisie brand; seek what it is you have in common, sum it up and create a brilliant idea. However, be SMART!

  • -        Don’t get it twisted, you can be cheated. But negotiate your deal well. Because except you are Moschino you might have to lose more than you imagined. Care is as important as the risk.

After all is said and done, the ultimate question is, can all this work here? Well, in Coldplay’s words – “you never know till you try”.

1 comment:

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