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Netflix, but make it fashion.
Lacoste and the streaming service have partnered on an apparel collection that will bring characters, creatures, and other imagery from eight Netflix series to polos, sweatshirts, tracksuits, and hats.
Iconography from eight shows including Bridgerton, Elite, Lupin, Money Heist, Sex Education, Shadow & Bone, Stranger Things, and The Witcher will be reimagined on Lacoste apparel as part of the collection, the companies announced today. On some of the designs, Lacoste’s iconic crocodile logo has adopted some of the features from creatures and characters from the Netflix series, whether that’s the gaping tooth-lined jaws of the Demogorgon monster from Stranger Things or one of Queen Charlotte’s towering wigs from Bridgerton.
The Lacoste collection, which will be promoted on Netflix and Lacoste’s social media channels via a series of co-branded videos, will be available for sale beginning April 12 in some Lactose retail locations, on Lacoste.com, and on Netflix.shop, the companies said. Prices for the items will range from $30 to $210.
Tag team: Netflix’s partnership with Lacoste marks the streamer’s most recent partnership with a retailer as it continues to push into branded merchandise and build out its e-commerce site, which it started in 2021. Executives at the streamer, which last counted more than 230 million global subscribers, have said consumer products help them engage with fans while reinforcing the popularity of Netflix programming.
“Whether that’s online or in stores, we want to make it easier for [consumers] to engage with the films and series that they love,” Josh Simon, Netflix’s VP of consumer products, previously told Marketing Brew.
Better together: Netflix has pushed into consumer products through mass merchandise sold through retailers like Walmart, pop-ups at retailers like Bloomingdale’s, and limited edition collaborations with makeup retailers like Sephora and brands like Pat McGrath. Its long roster of brand collaborations extends beyond the retail sphere: Netflix also partnered with GM on a Super Bowl ad pitching electric vehicles earlier this year.