Coke, which is currently under attack by the LGBT community for its support of the Sochi Olympics and various health organizations for its role in the obesity crisis has apparently decided the solution is to sell a high-end Coke vintage fashion line.
According to the company Coke branded merchandise generates more than $1 billion in retail sales annually. And it is bought mostly by consumers outside of the U.S. With t-shirt prices from $35 - $50, and jackets costing $1,650 they certainly are pricing these items as a luxury item. But to what end? (Heine, 2013)
In the long run, Coke needs to sell more beverages to make money. Will branded clothing help? Or is it simply another distraction from their core mission? What do you think?