Our favorite food brands are not simply our favorite food brands because of theirflavor profiles and ingredients. We love them because of how they make us feel.Years ago, we were involved in a pitch for a beloved fast casual restaurant. Wekicked off the meeting by talking about how several consumers had a uniquestory about a time and circumstance in which they visited a location. We did nottalk about the menu or the flavor profiles of the food, but rather the emotionalconnection between brand and consumer, as well as the lifestyle that thepurchase experience encapsulated. By extending the brand beyond its core, wewould allow consumers to express those feelings and that lifestyle throughfashion. We don’t just love Taco Bell tacos. We love the times we went to TacoBell after an epic night out or before a day at the beach.

Substitute any industry for “food” and the point remains the same. Our first carwas not simply an Audi Q3. It was a karaoke booth and a meeting space. TheOhio State Buckeyes are not just a football team. They are a cultural institutionthat have been shared across multiple generations of a family. Our love for ourfavorite brands is not about the product. It’s about us, as consumers and ashumans. The ability to express that love through fashion makes a statementabout who we are and what we stand for. This month, we take a look at howbrands across several industries are using licensing and collaborations to helpembody their lifestyle through fashion.

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