IKEA is one of the biggest companies in the world with its uniquely Swedish stores featuring easy-to-assemble kit furniture and other affordable goodies. People everywhere love IKEA including here in Australia, with most metro-based Aussies having at least one item of IKEA furniture in their homes. However, IKEA has shied away from joining the ranks of companies launching their own range of fashionable custom merchandise -- until now.

 

  1. Increase brand visibility with merch.
  2. Consistency in branding is key.
  3. Diversification of revenue streams.

 

ikea hoodie branded

IKEA Branded Swag

Dubbed the EFTERTRÄDA range, the upcoming launch of promotional clothing and accessories exclusively in Harajuku's IKEA store will mark the first time the company has made a capsule collection. While many other companies have successfully leveraged their famous logos on clothing and merchandise in the past, IKEA hasn't given this kind of limited edition fashion marketing a try until now. Harajuku is known as one of the best shopping districts in Japan so it does seem fitting that they'd give this marketing method a test run in such a fashionable area.

drink bottle ikea logo ikea logo branded swag

Simple Design, Effective Marketing

IKEA is well known for its simple furniture designs that opt for the "less-is-more" approach to design. It shouldn't come as a surprise then that the brand's fashion line will be similarly straightforward. Each EFTERTRÄDA item will feature the IKEA logo/design slogan and a barcode from the company's best-selling "BILLY" bookcase. Branded products announced so far include:

So far details on the range remain scant, but the Japanese IKEA website has promised more information in a catalogue soon.

custom printed ikea umbrella custom printed ikea tee

 

What we find particularly inspiring about this announcement from IKEA is that even though they're branching out into products that aren't their usual domain, it is still clear that these items are 100% IKEA. This owes to the simple, recognisable branding being consistent across products and not divorcing itself too much from the existing designs found on IKEA packaging and items across the globe.

If you're thinking about doing your first run of promotional clothing or other swag, then you can learn a lot from IKEA's approach here. But if you'd like some hands-on industry experience you should speak with the Cubic Promote team. Our sales staff can provide product and branding guidance along with prices and virtual mockups. Make your next marketing campaign memorable and chat with Cubic Promote today.

Brand Extension Benefits

Here's why brand extension through promotional street gear can be a game-changer:

  • Increased Brand Visibility: Custom clothing and accessories adorned with the company's logo and design elements enhance brand recognition. By incorporating their iconic logo and the bestselling "BILLY" bookcase barcode into the EFTERTRÄDA range, IKEA ensures immediate brand association.
  • Customer Loyalty and Engagement: Promotional clothing and accessories can foster a sense of exclusivity and loyalty among existing customers. By offering limited edition items, like their logo-emblazoned winter hoodies and custom printed drink bottles, IKEA creates a connection with fans who want to proudly display their affinity for the brand.
  • Diversification of Revenue Streams: Introducing a range of promotional merchandise allows businesses to diversify their revenue streams beyond their core products or services. The EFTERTRÄDA range enables IKEA to tap into the fashion market and open up new possibilities for monetization.

The Art of Consistent Branding

IKEA's approach to the EFTERTRÄDA range offers valuable insights on how to achieve this level of consistency:

  • Simple and Minimalist Design: Just like their furniture, the EFTERTRÄDA range embraces simplicity and minimalism. This design philosophy allows the items to seamlessly align with IKEA's existing aesthetic and appeals to customers who appreciate clean, understated designs.
  • Maintaining Global Appeal: While launching a new product line, businesses should be mindful of their global audience. By incorporating their existing packaging and design elements found worldwide, IKEA maintains a global appeal, ensuring that customers everywhere recognize and resonate with the EFTERTRÄDA range.
  • Building Brand Equity: Consistent branding enhances brand equity, which is the perception and value customers attach to a brand. By expanding their product offerings while remaining true to their brand identity, IKEA strengthens its existing brand equity and creates new avenues for growth.

Takeaway

IKEA's venture into promotional street gear with the EFTERTRÄDA range showcases the power of brand extension and consistent branding. By strategically diversifying their product offerings, IKEA aims to increase brand visibility, engage customers, and tap into new revenue streams. The simplicity and recognizable elements within the EFTERTRÄDA range exemplify the art of consistent branding, maintaining IKEA's iconic identity while appealing to the fashion market. At Cubic Promote, we recognize the significance of promotional merchandise in enhancing a brand's reach and engaging customers in imaginative ways. Let us help you create memorable promotional products that convey your brand's message and connect with your target audience. Contact our sales staff today for expert guidance and innovative solutions.

Details and images found here: https://www.ikea.com/jp/en/news/eftertrada-collection-pub48c7dee0