With Labor Day in the rearview, autumn’s pumpkin spice season is officially underway. Starbucks is capitalizing not only with its panoply of pumpkin-spiced goodies, but also with a new fall-inspired branded merchandise collection.
Created in collaboration with lifestyle brand ban.do, Starbucks just released the collection today (Sept. 5). It entails two 24-oz. Starbucks cold cups, two Starbucks double-wall travel tumblers, a ceramic mug, two notebooks and a pencil pouch. The Starbucks-branded swag features images of boots, scarves, umbrellas, flannel shirts, acorns and other items that herald the autumn. Some products also bear a “midnight floral” design.
Starbucks has previously partnered with ban.do on merch, but the collections were only available in Asia. This time, the swag has come stateside and to Canada. To pick some up, however, you’ll have to go to a Starbucks that’s inside another retailer. The “Midnight Floral” designs are only available at Target.
While the collection was being heralded as cozy and fun by some, others felt the collaboration missed the mark a bit when it came to conveying a true autumn vibe.
This does not scream "fall" to me. The color scheme is totally off. I'm not saying I need burnt orange and literal pumpkins ... but I might need burnt orange and literal pumpkins.— Theresa Hegel (@TheresaHegel) September 5, 2018
Nonetheless, for promotional products pros, the collection is notable on a number of levels. It provides another example of a fast-growing trend – namely, brands collaborating on limited-edition merchandise collections, often at key points in their respective business calendars. (We especially liked the recent Ziploc/BEAMS team-up.) Furthermore, the collection is a creative way to potentially increase foot traffic at Starbucks and partner retail locations. Perhaps more brands in the retail space can take a cue and use limited-edition branded merchandise, available in-store only, to motivate consumers to get out from behind the keyboard and shop brick-and-mortar. At the least, it’s an idea promo pros can consider suggesting to retail clients.