Starbucks looks better around: not only taste good in the mouth, but also have to look good on the hands.

As the largest coffee brand in the world, Starbucks' success is not only due to the mellow aroma of a cup of coffee, but also an important part of the consumer value of the brand.

In recent years, Starbucks has begun to try cross-border cooperation with a number of fashion brands based on surrounding products, bringing quality and surprises to consumers' lives and work, as well as more opportunities to connect consumers and display brands.

Starbucks * S'well Bottle

The cross-border thermos jointly launched by Starbucks and S'well Bottle officially launched in Starbucks stores in China on November 3. S'well has always insisted on using non-toxic stainless steel with exquisite texture, hoping to reduce the use of plastic cups with reusable stylish insulation cups, which coincides with Starbucks' environmental initiative of "Love the Earth, contribute to the Cup", which has always advocated customers to bring their own cups to drink coffee. The insulation cup continues the classic style of S'well Bottle, offering two colors: black and champagne.

It is worth mentioning that the lightweight bottle is easy for consumers to carry, whether it is sports, fitness or daily office, this single product can be well used by consumers.

Starbucks * ANNA SUI

The limited edition mugs, eco-friendly bags and star cards jointly launched by Starbucks and ANNA SUI officially launched in its stores on November 9. ANNA SUI brand's overall design will be gorgeous, retro, rock, romantic and other elements mixed together, like the use of embroidery, lace, printing and other slightly complicated decoration, with obvious feminine characteristics. This time, the two cooperation of several single products focus on retro route, design inspiration and bold color from the ANNA SUI2016 spring and summer series and brand boutique design.

The eye-catching design and color have attracted the enthusiasm of women, especially white-collar workers in the office. Bring a touch of bright embellishment to their daily office.

A star card with Swarovski elements

In mid-November, Starbucks launched its first Christmas mini card with Swarovski crystals, and the design is available only in Asia. This star-enjoy card has a 3D face and is inlaid with about 29 crystals. It will be upgraded with Christmas "crystal". Each card is also equipped with an exquisite chain that can be used as a bag chain or bracelet.

And this star-sharing card is not sold in a single sheet like an ordinary star-sharing card, but comes with a beautiful gift box. This design reflects the social value of the brand that Starbucks wants to bring to consumers, and it is a good choice to consider whether it is for a best friend or a girlfriend.

For brands, the benefits of such a combination of different industries are:

Under the mode of personalized cooperation with different fashion brands, Starbucks not only enriches the variety of surrounding products available to consumers, but also expands the attention of more consumers with the help of the fashion sense and influence of these brands.

Whether it is daily life, conference office or social scene, Starbucks always integrates its products into consumers' daily life scene with the posture of providing high-quality brand. It not only provides consumers with use value, but also brings them closer to the brand.

Take the surrounding products as one of the media of brand communication. In all kinds of scenarios, Starbucks products used by consumers are like mobile billboards, helping brands expand more consumer contact points.

Source: marketing Line 4