Netflix Continues Co-branding Push with Lacoste Apparel Line
Netflix is once again pushing its IP with another branded collaboration, this one taking the famous Lacoste crocodile and putting it through the filter of various Netflix shows, like turning it into the Demogorgon monster from "Stranger Things," dressing it up in period-appropriate garb from "Bridgerton," or putting it on "Sex Education" protagonist Otis' bike.
Brands like Doritos and the band Metallica have already released collaborative lines with "Stranger Things," and Netflix has created immersive merchandise experiences for fans over the years.
This line takes the more upscale look of Lacoste, taking items like sweaters, polos, headwear, bags, and footwear, and adding a fun twist.
"We think products can be a powerful medium for storytelling, and partnering with Lacoste presents a unique opportunity to blend the worlds of fashion and entertainment," said Josh Simon, vice president of consumer products for Netflix, in a press release. "This collection is a compelling and creative way for fans to express their love for our stories and characters."
Each of the products are genderless, which is becoming a growing trend in apparel design, and allows for wide appeal to end-users. It will be available on both Lacoste's site and Netflix's store, which is continuing its initiative to curate promotional products with designer looks.
“We are delighted with this collaboration, which has resulted in a unique encounter between our two worlds and two global references of creativity and innovation, both with an unparalleled power to bring together communities from all walks of life," said Lacoste deputy CEO Catherine Spindler. "The collection born from our collaboration is the embodiment of this powerful encounter, of our respective codes, influences and know-how."
It's a great example of how a logo can be integrated, rather than just simply applied to a product. It tells two brand stories in one, without explicitly even using the "Netflix" logo anywhere. It's sort of a "if you know, you know" situation where fans can give nonverbal cues to other fans through apparel.
It also speaks to the power of co-branding, which we discussed earlier with Carvel's decision to expand via collaborative installations.
Brendan Menapace is the senior digital editor for Promo Marketing. While writing and editing stories come naturally to him, writing his own bio does not.