Following on from the success of Krispy Kreme UK and Glamour magazine’s former collaboration, the two brands have developed a bespoke treat creating a positive association between fashion and food. This season’s collection features the trademark Strawberry Glaze doughnut, now synonymous with the Glamour Glaze capsule collection, and unveils a brand new Orange Glaze doughnut. The latter was created based on the trend predictions of the upcoming season from Glamour’s fashion team, who noted the ‘70s and the bright colour influences as being key for A/W ‘11.
Judith Denby, Krispy Kreme UK’s Chief Marketing Officer, comments: “The Original Glamour Glaze collection was extremely popular, resonating well with our customers and fans of Glamour magazine alike. The new collection represents a fun and exciting way of celebrating fashion at a time when it is on everybody’s lips.”
The Glamour Glaze collection will be promoted throughout all 45 Krispy Kreme stores and 300 in-store cabinets across the UK, including a Limited Edition Black Dozen box packaging and point of sale, as well as a newly created mobile ready site – introduced in line with the release of Glamour Glaze – all of which will be Glamour branded. Glamour magazine will support the activity with editorial content, an exclusive reader offer placement, and promotion through social media channels. Customer engagement will be reinforced through Krispy Kreme branded photo booths during London Fashion Week, placed in major retail outlets across the UK to encourage an interactive experience with shoppers.
The new limited edition collection will be available at all Krispy Kreme UK stores and in-store cabinets from the 29th August until 2nd October. Each Glamour Glaze doughnut will cost £1.35, and both will also be incorporated into Krispy Kreme’s Classic Assorted Dozen for £9.45.
Jo Elvin, Glamour’s Editor, remarks: “Stylish and delicious treats to keep the Glamour team going in-between shows is essential. Following extensive taste tests the Glamour Glaze is one of our must-have Fashion Week accessories!”
