McDonald's staff to become bling fashion icons

[Geowu]

In case anyone is interested:

Quote: CHICAGO - McDonald's staff are set to dispense with their dowdy uniforms and become icons of urban hip as the fast food giant talks to fashion names Tommy Hilfiger, P Diddy and Def Jam's Russell Simmons.

The fast food giant is planning to highlight its credentials as a "lifestyle brand" by making its "staff relevant to our lifestyles".

McDonald's is currently in talks with a number of fashion designers, who will be briefed to put a new twist on the chain's current Ray Kroc-designed uniform. However, the image overhaul will not come cheap, with an estimated $80m (£45.6m) price tag.

McDonald's chief executive Marlena Peleo-Lazar is overseeing the initiative and has signed up former music executive, and founder and chief executive of Translation Consulting and Brand Imaging, Steve Stoute.

Stoute has been briefed to negotiate partnerships with top designers and so far Tommy Hilfiger, P Diddy and Simmons are all in contention.

"It's very important to take uniforms from what [staff] have to wear to what they want to wear," Stoute said. "McDonald's has evolved and become a lifestyle brand," he added, a comment that will have many critics of the burger giant guffawing.

Other designers that McDonald's is considering signing deals with are American Eagle Outfitters, Abercrombie & Fitch, Rocawear and Fubu.

McDonald's move follows similar moves by other US hospitality brands in the US. Airline Delta recently hired designer Kate Spade to dress its flight crew. Outside of America, in a more style-conscious Italy the police force wears Armani.

article taken from brandrepublic.com

[hotkohls]

i do find it interesting that mickey d's is putting its workers in clothes by designers they probably couldn't afford on their own.

you see how picky i am with my shoes, and they only go on my feet!

[witts]

i dont see how the designers can come up with somthing "bling fashion" and still be practical , i mean they wont want to be spilling grease all over there trendy new uniform will they, because working at macdonalds theyll obviously wear the clothes out of work aswell

Edited by witts on Jul 5, 2005 at 03:13 PM

[hotkohls]

yeah whats the point of looking trendy when you reek like french fries?

you see how picky i am with my shoes, and they only go on my feet!

[TragicBliss]

Quote: "The idea is to turn employees into walking brand billboards as they circulate among their peers."

Yeah, uh, good luck with that.

Read more: http://adage.com/news.cms?newsId=45461

http://www.tragicbliss.com

[fuchimama]

Burger flippers belong in Lacoste, period.

Yesterday, my left breast and my right breast were arguing... I looked down at my chest and shouted, "Bitches, get in line, or I'm putting on a bra!"

[Corbin Law]

why dont they spend 80m on making real food, i could care less whether or not the person across the counter is rocking the bling to reflect the most thoroughly thug suburban white neighborhood i live in.

i am thoroughly intimidated

[Serge d Nimes]

amen Corbin!

Carpe Denim!

[frogeyes]

dontcaretoomuch, you sad that they're changing your work uniform?

[mrmax]

Tommy hilfiger must be desperate. Maybe its cos his brand is falling heavily out of favour, whilst his daughter is spending all his money alongside that mong-faced girl on that god awful television show.

[Meth Huffer]

i'm still waiting for my free PSP.

COUGH COUGH

HINT

[weiyung]

there's this one bar in hk, that sport evisu clothing...

i think it would be interesting how nice / affordable the design is...