PepsiCo makes lifestyle brand push with e-commerce fashion hub

Dive Brief:

PepsiCo launched a fashion e-commerce site, according to The Drum. Dubbed House of PepsiCo, the site contains apparel and accessories from the brand's collaborations with fashion labels around the world.
The wares include clothing from Forever 21, DSquared2 and the Chinese line of Pepsi accessories from Mandarina Duck; collaborations with Alexander Wang, Puma, Collette and Bloomingdale's; plus in-house creations for the company's Mountain Dew, Cheetos and Pepsi brands. Each product includes a link to a retailer that handles the item, including Amazon, Urban Outfitters and Pull & Bear.
"The platform mirrors the lifestyle that has sprung up around our [brand] and creates an added value 'click-to-buy' traffic driver for our retail and licensing partners in a design-forward, seamless format," Mauro Porcini, PepsiCo's chief design officer, toldl The Drum.

Dive Insight:

PepsiCo is joining a swath of companies, including KFC and Taco Bell, that are repositioning to become lifestyle brands. The House of PepsiCo site aims to strengthen the brand narratives around campaigns, increase visibility for the company's brands and drive traffic to e-commerce partners.

The e-commerce push is part of PepsiCo's larger corporate plans. In a conference call with analysts earlier this month, executives set an e-commerce sales goal of $2 billion for this year. Boosting its licensing deals with the new centralized House of PepsiCo site can help it reach that goal while drumming up some brand buzz among loyal fans.

The move centralizes what its subsidiary brands have already been doing. Cheetos last month ventured into fashionability with its House of Flamin' Haute. Set during Fashion Week in New York City, the campaign featured a runway show, style bar and fans' interpretations of Cheetos-inspired looks.

The broader push of companies working to become lifestyle brands has grown in recent years, especially among QSR brands with large, loyal fan bases. Taco Bell teamed up with Forever 21 to offer brand-related tops, bodysuits, sweatsuits and jackets; KFC opened an e-commerce shop featuring shirts with Colonel Sanders' likeness; and McDonald's created a collection of branded casual clothes that lets consumers flaunt their fast food fandom.