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?
