IKEA Belgium has introduced a limited-edition streetwear collection called 'AURTIENDE,' designed to deepen brand engagement and celebrate its 40th anniversary. The collection, which includes T-shirts, hoodies, and iconic FRAKTA bags, goes beyond traditional merchandise, positioning IKEA as not just a home furnishings retailer but a lifestyle brand that resonates with its audience.
By releasing the collection online in a limited quantity, IKEA taps into the exclusivity and urgency often used in promotional branding, encouraging fans to connect with the brand on a more personal level. The bold color choices and unisex designs cater to a broad demographic, enhancing IKEA’s appeal among younger, fashion-conscious consumers. Image: IKEA Employees / Ingka
