Who knew a coffee stain could cease as a T-shirt design? Starbucks takes the initiative and uses the pattern in its latest apparel, bringing fashion on a whole new level. For US$85, consumers may purchase Starbucks’ 40th anniversary T-shirt. It’s been suggested by some that you could just spill coffee on yourself and keep the change.

However, the market is competitive, and as a result retailers are taking risks to get attention. Although Starbucks is well known worldwide, substitutes for Starbucks’ products are inevitable. For instance, consumers may buy coffee at Waves Coffee House or Tim Hortons. Moreover, both these places market similar merchandises, from different size coffees with varying taste to baked goods and breakfast sandwiches. Additionally, Tim Hortons has its own line of accessories and garments comparable to Starbucks’ own production line. In my opinion, Starbucks introduces its coffee stained T-shirt to differentiate its coffee house from the others. Likewise how Starbucks incorporates language in its organizational culture by using Italian labels for various drink sizes – “grande” and “venti” instead of small, medium, and large, the introduction of its coffee-stained T-shirt further distinguishes Starbucks’ brand image and aids Starbucks to hold a distinct place in the market.