Dunkin' has introduced a capsule collection and has played April Fool's Day Prank.
After five years of being on a first-name basis with customers, Dunkin’ changed its name for a day to “Donuts.”
Quite the April Fool’s Day prank, the Canton, Mass.-based coffee and donut chain has launched a limited-run of apparel. After being known as Dunkin’ Donuts for decades, the company retooled its name to just “Dunkin'” five years ago. In anA Dunkin’ publicist emailed WWD Monday morning to say, “The brand has decided to go back to its roots and rebrand to just .” Asked to confirm that the rebrand was not an April Fool’s Day joke, she wrote, “The merch is very real.
Anticipating a hot item — and inevitably a data-harvesting opportunity for thousands of new customers, visitors to the Dunkin’s e-commerce site require a password to access the limited-edition apparel. Like the chain’s affordable doughnuts, the apparel is within reach too — with sweatshirts selling for $25 plus shipping and handling.
Dunkers, sinkers, crullers — however you define them — doughnuts ring up an estimated $3.6 billion worth of business annually in the U.S. For aDunkin’ Donuts created a one-off Chanel-inspired doughnut with a strawberry-frosted doughnut with sprinkles that was redesigned to be reminiscent of the luxury house’s signature interlocking “C’s.”
The high-low appeal of doughnuts is not new, though. In 1903, Isabella Stewart Gardner served Champagne and doughnuts as refreshments after the Boston Symphony performed at the black tie unveiling of her Italian palazzo art museum. That combination prompted one guest — Edith Wharton — to compare the choice to being fit for a provincial train station in France.
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