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

Product Information

Tis the season to sleigh," reads the teaser video for the "tastiest collab on the High Street" released on Greggs' social media channels.

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.”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. 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.

The collaborative 11-piece fashion range is being previewed today, ahead of its nationwide launch in Primark stores this Saturday. Tim Kelly, the director of new business development at Primark, said the retailer was looking to team with brands “we know [our customers] love” on clothing ranges and in-store experiences. The clothing line developed between the two brands will include 11 pieces sold across sixty stores. Greggs business development director, Raymond Reynolds explained that customers had “continually asked” for Greggs branded clothing. He highlights that now: “Fans can quite literally show their love for Greggs on their sleeves.” So, what does it take to make such an unexpected pairing work and why is the Greggs x Primark crossover a match made in heaven? The 'merchi-fication' of F&BThe tie-up between high street giant Primark and pastry gurus Greggs features 21 pieces, including crocs and boxer shorts. The errant baked goods prompted a lot of speculation about the collaboration on social media at the weekend. One commenter, whose tweet received thousands of likes, said: “Shoutout to whichever stone cold legend at Newcastle Primark has accidentally left a load of Greggs in the window display.” It’s seen as an unpretentious and affordable brand,” says Poile, “and people want to align themselves with that everyday quality.” This is perhaps particularly true at a time when national discourse is dominated by talk of elitism; a bumbag with a sausage roll on it couldn’t be further from a prime ministerial hopeful wearing Prada loafers if it tried.

When Greggs sausage rolls appeared in the window display of Newcastle's Primark store earlier this month most people thought it was a hilarious joke. Greggs has teased its latest collaboration with Primark which will be on sale from Tuesday November 29, 2022. The 130-seater Greggs x Primark cafe will unsurprisingly sell sausage rolls and bakes, and offer the “ultimate Greggs experience” which includes donut theming. Those wearing the Greggs label ‘can poke fun at high fashion and be proud of who they are’. Photograph: Greggs/Primark Seemingly unlikely partnerships are the bread and butter of fashion collaborations. “Whether it’s Burberry x Vivienne Westwood, Supreme x Louis Vuitton or Balenciaga x The Simpsons, it’s all about catching the customer unawares,” says Anthony McGrath, course leader in fashion marketing at London College of Fashion and founder of the Men’s Style Blog.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. News Expert reveals why Greggs x Primark collaboration shot to success after range sells out within hours in Newcastle Greggs store manager Katherine, 60, is counting down the hours until she can grab some of the new range for her grandson.

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”. The range proved to be so in demand that customers queued outside of Newcastle's Primark from as early as 7.30am on Tuesday to be first in line for the second batch of the collection as it arrived in store.

The launch video promised: “One does tidy food, one does tidy fashion. Together we’re unstoppable.”