In 2020, the fast food giant registered 13.6 thousand restaurants in the United States.
The company ranked first, with almost 1,500 units in Europe, France, including Monaco.
Today, McDonald’s is one of the leading fast food chains in the world.
Many brands know the power of collaborations between various firms in order to further promote their products. Given that, the fast food firm McDonald’s teamed up with the Finnish fashion brand, Vain, and they launched a collection of their old uniforms applying the process of upcycling.
Collaborative marketing or co-marketing, as defined by HubSpot, This is an action taken by two companies where they work with each other with promotional efforts to incentivize a co-branded offering or co-branding.
Since Business2 Community They highlight that the alliance occurs between organizations with similar audiences and that in particular the work focuses on developing marketing content and collaborative strategies.
McDonald’s and Vains
Currently, there are many brands that join this strategy. McDonald’s managed to capture the attention of the entire Internet thanks to its collaboration with the Vain brand, in which they created a capsule collection made with old uniforms from the fast food chain.
The collection is to transform a product into another of lesser quality, applying the upcycling process also known as supra recycling or creative reuse, consists of upgrading a product.
who’s the creative director of mcdonalds??? pic.twitter.com/9L2xTnFMcH
— garçon🇬🇭🇧🇷 (@boymolish) November 27, 2022
With this technique, Vain, a small brand from Finland, took the shirts and pants from the McDonald’s uniform and modified them into dresses, hoodies, and miniskirts.
“The garments were designed by looking for new ways to use worn-out work clothes and to create new designs using existing materials,” Vain said in a statement.
Likewise, for the brand’s designer, Jimi Vain, he highlighted that the collaboration was an opportunity to connect with his youth, because in Finland, McDonald’s was his meeting place when he was a teenager.
In this sense, he stressed that the collaboration arose after the Finnish rapper Cledos, who made a menu for McDonald’s last fall in Finland, he was seen wearing clothing from the emerging label in a campaign.
Given that, the McDonald’s team contacted Jimi Vain upon discovering his love for the brand. The employees of restaurants will be able to wear the garments from the unique collection “just for fun”.
There are many brands that resort to this type of marketing collaboration to create new products and attract their consumers. As an example, McDonald’s, which joined forces with UGG in September to launch shoes inspired by chicken nuggets.
But also, there’s KFC with Crocs, who teamed up to introduce an $89.99 shoe, which was immediately picked up by fashionistas attending New York Fashion Week. The clogs featured KFC’s signature bucket stripe print fried chicken imagery and chicken shoe charms.
The edition was limited and was called Bucket Clog”. “By combining the distinctive look of our world-famous fried chicken and KFC’s signature bucket, With Crocs unparalleled comfort and style, these shoes are what fried chicken shoes are made of.” Andrea Zahumensky, CMO of KFC USA at the time, said in 2020.
In conclusion, these types of collaborations where brands achieve a large increase in their consumers are becoming more normal.
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