When we think about collaborations in the retail industry, we typically think about luxury brand partnerships like Gucci x Balenciaga or high-low brand match-ups, like Rowing Blazers x Target.More recently, the collaborations that have been garnering consumers’ attention have been those between fashion brands and food and beverage companies. Some notable examples include Ben & Jerry’s x Nike, Oreo x Supreme, Zabars x Coach, Shake Shack x Studz and, to the surprise of many consumers, Heinz x Kate Spade.In June, condiments brand Heinz teamed up with American fashion label Kate Spade to launch a limited-edition collaboration, with a wide array of ready-to-wear apparel, bags and accessories ranging from US$45 to US$398. “It’s the thoughtful details that bring this collection with Heinz to life – from the embellishments on the tee and the way our 3D ketchup bag looks just like that classic red and white packet,” Jennifer Lyu, senior vice president and head of design at Kate Spade New York, stated upon the release of this “condiment couture”’ collection. “I’m excited for customers across generations to experience a little piece of the magic we created with Heinz.”One brand that has thoroughly dived into the world of food-based partnerships is Crocs. The American footwear brand certainly is no stranger to collaborations, having designed collections with everyone from Simone Rocha to Dreamworks. But it’s the brand’s foodie-inspired product launches, with brands like Pop-Tarts, Kentucky Fried Chicken and Taco Bell, that have played a notable role in driving its consumer awareness and popularity. Thanks in part to these unique product drops, Crocs has developed a reputation for being a brand that sets style trends versus solely offering comfortable shoes and generated an impressive US$3.9 billion in revenue in 2023. While partnerships between fashion and food brands would have been seen as bizarre 20 or even 10 years ago, nowadays brands are encouraged to think outside of the box to capture the attention of millennials and Gen Z consumers. Food is the wave of the retail future There are a few factors that are contributing to the popularity of these types of collaborations.For one thing, “foodie” culture has shifted from being niche to having more of a mainstream presence over the past few years, largely thanks to shows like “The Bear” and the rise of food-focused influencers with popular hashtags like #gorcerystorehaul and #girldinner. Consumers are excited to engage with brands that offer intriguing food-related concepts, be they dining establishments, like Ralph Lauren’s Ralph’s Coffee Shop, or food-inspired product drops, like the limited-edition collaboration between Magnolia’s Bakery and Keds.  In addition, when brands team up with food companies, be they consumer products goods brands like Pop-Tarts or chain restaurants like KFC, they can tap into a built-in audience.Finally, there is often a unique overlap between consumers’ interests in both food and fashion. “Food x retail collaborations work well when the products are balanced, accurate representations of both brand partners and the offering resonates with the overlapping target audience between the two,” Melissa Minkow, director of retail strategy at CI&T, noted. For instance, a collaboration between Old Spice and Arby’s made perfect sense as both brands appeal to a similar consumer group, a “rugged” man in his late 20s to early 40s. However, before retailers try to jump into a collaboration with a food brand, they need to keep a few things in mind.“Aesthetically, the signature products and brand identities need to be a perfect match or there’s significant risk in alienating loyal customers of either one,” Minkow warned.Where Old Spice x Arby’s is a more organic fit between two brands, a partnership between the fast food chain and a very feminine brand like LoveShackFancy would look completely bizarre and be unlikely to appeal to most consumers.  “There also needs to be acuity to the marriage, whether that’s via limited quantities, a limited time for the offering, or new item drops periodically,” Minkow said.Katherine Carter, a fashion and retail analyst at Edited, also highlighted the consumer’s interest in limited-time offerings. She explained that “producing limited-edition runs creates an air of exclusivity versus its main line, builds buzz ahead of a collection’s launch, and cements it as a trend-forward label.”“If the partnership is ongoing,” Minkow added, “the products need to be changed or upgraded to maintain excitement because there’s an inherent feeling that these items are collectibles for the shopper since the purchase is an act of fandom or loyalty.”