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

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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.

Over the past year, marketers have launched Instagram-worthy clothing lines that embrace both fashion and kitsch.

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