Burger King’s “Have It Your Way” Enters World of Fashion
Taking a page from their customer friendly food service model, Burger King recently took “Have It Your Way” into the realms of D.I.Y. fashion. A collaboration between 5 designers and artists tasked with reinterpreting elements of Burger King’s icons and logos culminated at an event held in Chicago on October 24th. The gathering invited participants to take part in the studio creation process by silk-screening the final designs onto their own clothing in any combination they chose. Essentially, a clever form of marketing that allowed Burger King to subvert their own image, while at the same time maintaining recognizable aspects familiar to their wider audience. The company has also pushed this idea a step further with Burger King Studio, a site that takes the hands-on experience and introduces it to the online space. Users have the ability to design their own T-shirts using the same details from the out-of-home event with additional levels of customizable options available, promising the uniqueness you want without fear of “getting ink all over yourself.” Additional happenings have already been scheduled for November 7th and 21st.
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