Magazine

Clothing Lines From Auntie Anne’s, IHOP and KFC Help Them Connect With Their Biggest Fans

It’s low-risk and helps create emotional attachment

Starburst introduced its own line of T-shirts, sweatshirts, pink denim jackets and neon signs.Starburst
By Christine Birkner

May 29, 2018

Gen Zers and millennials today aren’t shy about telling you who, or in some cases, what they’re wearing. Even if the “what” happens to be fast food. Think: Taco Bell swimsuits, KFC sweatshirts and Auntie Anne’s fanny packs. It’s just the latest effort by marketers to engage younger consumers—and this hot new foodie fashion trend appears to be working.

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This story first appeared in the May 28, 2018, issue of Adweek magazine. Click here to subscribe.

Christine Birkner

Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.

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