Why are fashion brands suddenly obsessed with hospitality? 🛍️🍦
From SKIMS opening a retro-style diner in LA, to Miu Miu handing out ice cream and books, Ralph Lauren setting up shop in London, and Louis Vuitton popping up at Heathrow – branded cafés, restaurants, and pop-ups are clearly having a major moment in the fashion world. But what’s driving this trend??
These physical spaces foster a sense of community, creating an exclusive, members-only vibe that connects brand followers directly to the core identity and values a brand seeks to express. The more defined that identity, the stronger the sense of loyalty that brands can cultivate. It’s a strategy increasingly embraced by both luxury and streetwear labels.
Another key factor is the post-Covid shift in consumer behavior. With the world fully reopened , brands are getting creative about delivering real-life experiences that feel curated and special. Especially for luxury labels whose products aren’t accessible to everyone, these activations offer an inclusive gateway into the brand’s universe. By engaging all the senses – taste, smell, design – brands like Prada and Louis Vuitton create emotional connections, enticing customers back into brick-and-mortar stores.
Could this be the new frontier for brand expression in 2025?
Credit: PAUSE
