Following the many announcements of collaborations between fashion brands and the Barbie film ahead of its release on the 21st of July 2023;

Louise Deglise-Favre, Apparel Analyst at GlobalData, a leading data and analytics company, offers her view:

“The upcoming Barbie film and its accompanying press tour have captivated consumers, with social media buzz generated from each Barbie-inspired outfit worn by leading actress Margot Robbie. Several fashion brands like Zara and Primark have swooped on the opportunity to capitalise on the hype and launched Barbie themed collections, which have proven highly successful, even ahead of the film’s release. Aldo and boohoo have already experienced sell-outs of key pieces, and sales of Primark’s collection were reportedly “incredible” in its first week. Besides, the colour pink had already grown in popularity in recent years and the excitement surrounding the film has boosted its desirability to new heights.

“45.8%* of UK consumers aged 16-24 are inspired by TV and film characters when purchasing apparel, so it is no surprise that these Barbie collections have been a hit among Gen Z consumers. This demographic is also at the centre of the wider trend of the resurgence of the Y2K aesthetic, in which Barbie products perfectly fit.

“Collaborations between brands and franchises have become increasingly common in recent years, such as Primark’s Stranger Things collection in June 2022 or Lacoste’s collaboration with Netflix in April 2023. Brands should pay close attention to the film and TV release calendar to make sure they capture future opportunities, such as the live action version of the Disney classic Snow White, Wicked and Beetlejuice 2, all expected to come out in 2024. Brands need to ensure they collaborate with franchises that are widely known and have a strong visual identity to hope to replicate the success of the Barbie collections.”

*GlobalData’s How Britain Shops 2023 survey, conducted in May and June 2023