{"id":220950,"date":"2022-11-29T19:00:55","date_gmt":"2022-11-29T19:00:55","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=220950"},"modified":"2022-11-30T15:42:13","modified_gmt":"2022-11-30T15:42:13","slug":"has-coca-cola-failed-at-being-the-new-disney","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/has-coca-cola-failed-at-being-the-new-disney\/","title":{"rendered":"Has Coca-Cola failed at being the new Disney?"},"content":{"rendered":"
There\u2019s no denying that Coca-Cola is iconic. From the logo to the bottle to the \u2018Holidays Are Coming\u2019 advertising, it has ingratiated itself into American and world culture. But, would you want to wear it?<\/strong><\/p>\n
<\/p>\n
Coco-Cola, the $40 billion business has seen revenues stay pretty much static over the last decade and its diversification into other food and beverage areas - Costa Coffee, Innocent, Smartwater - is well documented.<\/p>\n
Clearly eyeing the potential of collaborations, and wondering why Coke has sat back and watched as the world has been inundated with numerous fashion collections from other iconic American brands such as Disney, Barbie or KFC, somebody at Atlanta HQ had the unenviable task of making Coke the new Disney. (Indeed Coca-Cola and Disneyland Paris collaborated on a limited edition collection earlier this year, see main image).<\/p>\n
In April, this year, a flagship store, the first of its kind in Europe, was opened in Covent Garden hoping to provide consumers with a \u2018Real Magic\u2019 retail experience. Shoppers had the opportunity to buy Coca-Cola limited-edition apparel collections, exclusive designer collaborations, and sample unique Coca-Cola serves at the \u2018Beverage Bar\u2019.<\/p>\n
The Coca\u2011Cola store\u2019s exclusive clothing collections included a range of sportswear and workwear as well as a sustainable apparel and accessories collection made from recycled plastic. Fashion collabs. included Soho Grit, Alma de Ace, BAPE, Herschel, Staple and BE@RBRICK.<\/p>\n
At the time, Michelle Moorehead, Vice President of Licensing and Retail, The Coca\u2011Cola Company said: \u201cWe have opened the doors in London to our first new concept store in Europe. This store is a chance for us to provide Coca\u2011Cola fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks.\u201d<\/p>\n