Greggs Sandals Footwear Slingback Clogs Size 8 Primark Black Faux Fur-Lined

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This use of underlying message creates a connection much stronger than advertising, with consumers (literally) able to wear your brand with pride. Which is why this will work so well for Greggs and Primark. Two iconic British brands that are the epitome of the high-street, with a shared grab-and-go culture, the collection works to subtly reinforce a brand message for both and win the hearts and minds of consumers in a new and exciting way.

A seemingly unlikely collaboration, but one that made perfect sense to the city's Greggs fans who excitedly bought up the entire range within hours of it going on sale in Newcastle on Saturday, February 19. The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week. While this trend is only in its infancy in the UK, collaborations between FMCG, F&B or CPG brands and the world of fashion have become almost de rigueur over the pond. From Panera’s ‘soup’ swimsuits and SunnyD’s bold bobble hats, to the release of Oscar Mayer’s revamped ‘Hotdogger’ uniforms to the public [which BrandOpus worked on], the ‘merchi-fication’ of brands is one of the more humorous marketing trends to evolve in the last few years. For novelty merchandise to be successful, the brand must toe the line between self-awareness and confidence in the brand’s identity. Set to launch right on the doorstep of London Fashion Week later this month, the Greggs x Primark clothing collection adeptly flips the narrative of what it takes to look good, enabling those who may traditionally have been excluded from the exclusive world of high-fashion to get their own taste of the action in a way that works for them.

Those wearing the Greggs label ‘can poke fun at high fashion and be proud of who they are’. Photograph: Greggs/Primark

She said: "I think it's really good and people will buy it. I'll be going down to Primark on Friday to take a look at it when it launches. Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit.

Sabrina Faramarzi, a cultural trends expert and founder of the data and trends agency Dust in Translation, also sees it as an example of “the Gen Z habit of elevating the niche. Where millennials have worshipped unattainable influencers, Gen Zs prefer the homegrown hero.” A pop-up boutique will also support the partnership and open in Soho, London on 17 - 18 February to “offer eager fashionistas the chance to get their hands on some of the new collection before the rest of the nation”. Tis the season to sleigh," reads the teaser video for the "tastiest collab on the High Street" released on Greggs' social media channels.

Raymond Reynolds, the Greggs business development director, said that customers had “continually asked” for Greggs branded clothing. “Fans can quite literally show their love for Greggs on their sleeves,” he said.Covid tested Boris Johnson and No 10 and found them wanting 31 October, 2023 Keir Starmer's stance on Gaza is damaging his reputation 31 October, 2023 The Met's handling of the pro-Palestinian protests is yet another dark chapter for the force 31 October, 2023

News Expert reveals why Greggs x Primark collaboration shot to success after range sells out within hours in Newcastle From previous client projects at ICON Printing, we know that brands with a playful tone of voice can cause a bit of a stir with logo-centric design, recognisable colour schemes and some savvy marketing to transform what is essentially very simple clothing items. Ahead of the full launch on August 5, The Sun decided to see what the fuss was about and take the eye-catching merch to the masses.Yet I’m loath to put Greggs in the same box as Wetherspoons and Primark. There is a nostalgia to Greggs pastries, born of after school treats and work breaks and a national consensus on the merits of sausage, bean and cheese melts. What’s more, the business is committed to causes and communities local to its branches, and has been since 1939 – and god help me, it’s pastries are good; hot, flaky, the pasty just the tiniest bit squidgy on the inside, the warm buttery aroma emanating through that paper bag, with its familiar blue and orange lettering. I’ve been there; I’ve eaten it – and whilst I draw the line at buying the t-shirt, I rather suspect this will be one of the most iconic collabs of all time. But despite the frivolity at its core, there is function to these tie-ups too – and therefore significant brand value in pursuing them, so long as you bear the following in mind: Leave ‘serious’ at the door