20 September 2011

All Hail the "Fashion Doughnut"

...As Krispy Kremes are now being called, by publications such as Glamour.

Krispy Kreme, like Starbucks and Dunkin' Donuts, is an American fast food chain. But like Tim Hortons in Canada... It's not very fast.

A Krispy Kreme store opened a few months ago, not too far away from me, in Birstall. I'd heard so much hype around it by people I knew on Facebook, naturally I had to go check it out.

So I queued for half an hour for some doughnuts, against my better judgement. It's safe to say... They were worth it!

I bet if I really tried I could go around the supermarkets - and other fast food chains - and find doughnuts that taste just as good as Krispy Kremes. I could find them for 50p each rather than over one quid... And in just as many varieties... But I won't.


Because I, like so many others, are willing to pay that little bit extra for the brand.

Stupid? Yes.

Clever branding by Krispy Kreme? Extremely... They're having consumers believe that they produce upmarket doughnuts, with an element of exclusivity.

But fair play to them, they do have the product to back it up.

An article in the latest issue of Glamour magazine states that they have collaborated with Krispy Kreme to produce two limited editions in orange and pink - called the Glamour Glaze doughnuts.

I will definitely be sampling these the next chance I have to go down to Birstall. Keep up the good work, Krispy Kreme.

Canada's Worst Kept Secret: Say Hello To Tim Hortons

It came to my attention during my visit to Calgary that there was one fast food chain that you just couldn't get away from. Like Starbucks in New York, there was one on every corner. It was always busy, whatever time of day you went at... Whether you queued in the Drive Thru or inside, or even in the airport, the queue was always long. Too long to bother with, in my opinion.

Two words: Tim Hortons.

Founded in 1967 and named after Tim Horton - a famous Canadian hockey player - it has slowly become Canada's most popular fast food chain with now over 3000 stores nationwide. Like American chains Dunkin' Donuts and Krispy Kreme, it is known for its coffee and doughnuts.

Unfortunately I never got to sample Tim Hortons while I was there so I can't comment on whether a Tim Hortons doughnut would be worth the half an hour to an hour wait.

However, I have been getting on the Krispy Kreme hype. #sorrynotsorry

19 September 2011

Hollister and Abercrombie's Marketing is Spot On

I think its safe to say that the American casualwear brand Abercrombie & Fitch, and its sister brand Hollister, are starting to take the UK by storm.

The storm has already hit America, and wreaking havoc, with both brands now reaching a high level of awareness and recognition overseas. They're widely known for their innovative in-store environments, interesting VM techniques and model-like Sales Assistants... and recently Hollister has managed to push the boundaries of retail design even further.

Earlier this year the new flagship Hollister store opened on 5th Avenue, which I was lucky enough to see whilst I was in New York in June.

The store has large LCD screens that cover the front of the building and show a live video feed of the California beach - it's so impressive, it kind of takes your breath away! During the day two models stand either side of the doorway dressed in swimwear, which really captures the essence of what Hollister is all about and communicates it to the consumer in such a way that is clear and powerful.

I mean, I must admit, seeing the outside of the store made me want to go in to see what the inside was like... Not because I necessarily wanted to buy anything! It's really clever, because then you go in and you see the product and you're like... Actually, I want a slice of what they're selling... I'll buy a shirt just so I can have a piece of this lifestyle.

Abercrombie & Fitch was just a few doors down from Hollister on 5th Ave. Their building is currently undergoing some sort of renovation - but they, too, had a way of enticing consumers into the store. A model was stood at the entrance, with a Sales Assistant who took polaroids of consumers with the model as they walked into the store. Then she printed them out and put them in a special Abercrombie & Fitch cardboard frame before handing them to the consumer.

It was like a freebie for each consumer, and the sense that they'd received a little piece of Abercrombie and had a good experience without actually even buying into the brand. And then they show their gratitude by going into the store, and purchasing something. It is very clever. It made me feel so special, I almost bought into it!

But being a skint student, I thought I'd settle for the polaroids.

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