Dive Brief:
- Swedish retail giant Ikea announced in a release a new collaborative line of products called Spanst, which features furniture and accessories but also streetwear-styled clothing.
- The effort was done in partnership with Chris Stamp, a Los Angeles-based designer and the owner of the shop Stampd, and the freelance designer Maja Ganszyniec. "Founded in 2011, Stampd is known for its meticulous attention to detail and designs that embody modern youth culture with high quality and a minimalistic aesthetics," Ikea wrote on the Spanst product page.
- Prices range from $25 for a hoodie to $10 T-shirts and $7 hats, and some include the coordinates of the first Ikea store and the first Stampd shop, according to Adweek. The items will be available in the U.S. for a limited time.
Dive Insight:
Ikea is trying to break into new markets with the collaborative line Spanst, which is aimed at younger consumers who wouldn't necessarily think of the retailer as a place to buy hip clothing. While Ikea has an extensive retail background, apparel and accessories are relatively new ground for the marketer. Even if Spanst is limited-edition, it could signal Ikea's building out of a stronger lifestyle focus, particularly on streetwear culture, which is increasingly mainstream.
More marketers lacking an apparel background are looking to outside designers to increase interest in their e-commerce offerings as well. Starburst recently partnered with the "Project Runway" winner Erin Robertson on a trendy merchandise line based on the "I am a pink Starburst" meme and that included denim jackets, T-shirts and a pricey neon sign. For the "Art of Football," a soccer-themed initiative arriving ahead of the FIFA World Cup later this month, Pepsi is working with several international clothing designers and emerging artists on capsule collections that feature hoodies, smartphone cases, backpacks and more.
These efforts arrive as younger consumers are showing a strong preference for e-commerce. Seventy-five percent of members of Gen Z, or those born between 1994 and 2002, prefer to do most of their shopping online for convenience's sake, according to a new study from Criteo.
