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“BoF Insights from The Business of Fashion” is a study that explains the value of fashion, testing new strategies.
McDonald’s It is one of the most valuable brands in fast foodaccording to Brand Finance.
The action of upcycling of McDonald’s It is an interesting measure of use of the resources at the consumer’s hand.
A strategy of upcyclingpredominant in apparelbrought to McDonald’s to implement an important action for the sale of clothing, which starts from the reuse of their old uniforms, since a fashion brand that recycles them has come up with a design success.
The occurrence of the fast food chain comes at a time when the fast fashion Accumulate criticism for the massive practices that are implemented in this segment, in which, due to the pollution they generate, they have agreed to develop increasingly daring practices, as happened with H&Mwhen the Swedish clothing chain installed in one of its stores in Stockholm a Loopa robot that breaks down used garments into fibers, to be able to make fabrics and from these fabrics to assemble new garments.
The technological measure is one of the most important responses that have been made in technological matters to address the issue of contamination through clothing, since it helps to reconvert old pieces, which is one of the many measures that are available. the hand, as we will see with McDonald’s.
This phenomenon is part of the new collaborations in which fashion brands are working, which are willing to take on new projects beyond the traditional, such as selling garments under certain methods, such as making clothes and displaying them in a showcase waiting for sale. Inside of the study “BoF Insights from The Business of Fashion” It is concluded that of the three main goals pursued by fashion brands to try new things, 46 percent do so because it will benefit them in public relations.
McDonald’s old clothes
McDonald’s has announced a collaboration with a small clothing design firm called Vainwhich is located in Helsinki, where it had the support of the famous fast food chain, which according to Brand Finance It is one of the most famous brands fast food.
Among Vain Y McDonald’s a collaboration was carried out upcyclingwhere the food brand gave him old uniforms and Vain made garments from these materials.
As part of this strategy, the design elevated the simplicity of the uniforms and already in ready-made garments achieved a valuable and visually attractive product, in dresses, hoodies and miniskirts.
“The garments were designed looking for new ways to use worn work clothes and to create new designs using existing materials,” quotes part of the statement from Vain about this important collaboration.
This is not the first time that a huge brand has collaborated with an independent fashion label, to achieve remarkable garments, Michelob He did it in Mexico collaborating with the Brothers Karamazotoas part of his campaign Movement Live. This collaboration resulted in very high quality garments due to the weight of the cotton fabrics used, but mainly due to the design of the pieces delivered.
There is an increasingly commendable distance between the merchandising of a brand, it does not matter if it is a fast food firm that sells hamburgers or a beer that we can buy at the Oxxo, the important thing about these actions is that alternatives are sought every time most valuable in fashion design, that help the experience with the brand to be elevated beyond the ordinary that can be biting into some French fries or sipping beer from a can.
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