Brand line extension can be a no brainer, iconically demonstrated by Arm and Hammer and their diverse product offerings, but Coca Cola's attempt to break into the high-end fashion market is just plain inplausible. Not only is the collection's aesthetic completely uncohesive with the brand story (classic all-American, common man, traditional, etc), the leap from soft beverage king to fashion forerunner just flat out does not make sense. I could understand a brand extension to the food industry…perhaps even to kitchenwares, but heavily-studded gold lamé hot shorts… really? Besides their massive failure in the principles of marketing, the clothing is pretty generally unwearable, and the collection itself has absolutely zero coherence or fidelity to their original concept of launching a fashion and sporting line "designed to connect back with the brand," (FINANCIAL TIMES, 1/21). Seriously, an F to whoever lead this incentive.
Bottom line: I don't think we'll be hearing much "Tell us who you're wearing?" "Coca-cola, actually" on the red carpet this spring.
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