Qantas may not be able to sell too many flight tickers right now. But, to give credit where it’s due, it keeps coming up with innovative ideas to sell just about everything else.
Onboard snacks, tea bags, moisturiser, lip balm, inflight meals, business class pyjama sets and ‘flights to nowhere’ have all been sold to Aussie consumers and travel buffs as the airline seeks to turn a buck in the most difficult of circumstances.
And now – taaraah – we give you Qantas the fashion house. Consumers are being asked to fork out some of their hard-earned Covid-economy dollars for the privilege of wearing the airline’s logo on a limited-edition athleisure-wear collection put together by top Aussie fashion designer Martin Grant.
Another Qantas sell-out success?
If the other recent marketing ideas by Qantas (they’ve been a sell-out) are anything to go by, then these will fly off the shelves too.
The concept behind the fashion collection is that it showcases a mix of the airline’s vintage logos to mark its centenary year.
“Inspired by Qantas’ iconic trademarks throughout history, Grant set out to design a classic range of wardrobe staples for everyday wear,” the airline says in a statement.
Logo evokes many fond memories
The range includes cashmere sweaters, a hoodie, sweatshirts, t-shirts and a beach tote.
“This collection is all about classic shapes, comfortable styles and materials that are kind on the environment. But the hero of the designs are the iconic logos that evoke so many fond memories for Australians,” said Grant.
“The Qantas brand is embedded in the history of our country. I wanted this collection to be a nod to the past but also be a treasured piece for the future.”
A great fondness for the brand
Grant, who is a familiar face at some of the world’s most glamorous fashion events, is no stranger to the airline. He has already designed uniforms for Qantas’ pilots, cabin crew and ground staff, as well as pyjamas and amenity kits for First Class passengers.
Olivia Wirth, CEO of Qantas Loyalty, said she believed the merchandise would be incredibly popular with customers.
“Qantas Frequent Flyers have a great fondness for our brand and heritage. Having our iconic logos appear in such a beautifully designed collection will make this range much sought after,” she stated.