When you think of Starbucks I must admit that coffee and food comes to mind but unless you’ve been living under a rock they are crafting a fine tuned message that corresponds with their marketing philosophy of being a caring corporation. It includes their support of small business micro loans to bracelets to get people back to work. But that isn’t all that they are doing since Starbucks is a business who’s bottom line is to make money. It’s why they’ve decided to test out Bistro style shops that sell alcohol. Of course that’s expected for any place where people like to gather you expand the menu so that they’ll keep purchasing items. What maybe a surprise is their
decision to expand into fashion using their brand awareness to team up with up and coming fashion lines to increase sales and cachet. It’s a logical step when you think about the spending habits of their consumers who enjoy having something different.
Starbucks is ubiquitous with coffee, coffee beans, coffee drinks and their ice cream available at the grocery store. They have now added their home brewing pod system and I can’t help but wonder what’s next? An energy drink or branded casket to create products from birth to grave? Well I’m (slightly) exaggerating with the funeral product lines but they have definitely expanded past breakfast with these products that were released in 2012.
All of this came to mind when I opened my mailbox this evening with a package from Daily Candy. It was a trio of nail polish from Deborah Lippman that are colors inspired by Starbucks Coffee. Rather you love or hate Starbucks their business plan to be more than a coffee shop is moving
Earlier this year they issued the first metal card in conjunction with the fashion website Gilt.com that was a limited edition of 5,000 and sold out faster than a pair of Louboutins! The card was $450 was pre-loaded with $400 (valid for drinks, food, and merchandise) and special perks like Gold Level membership.
I’m excited to see how they’ll expand the brand for 2013. Maybe Glidden paint in various muted shades of coffee or a special edition car with colors inspired by your favorite Starbucks Frappuccino? I’m sure that they are thinking of these ideas and more at the headquarters in Seattle and I’d love to be a fly on that wall! if they do release a branded car or paint .. well that’s MY idea!