Why fashion brands? Opening cafes and restaurants one after another

Fashion Brands

Fashion brands are following in the footsteps of luxury brands such as Dior, Prada and Ralph Lauren in offering shoppers new retail services as part of their customer experience. The latest example is Tapestry, which sells brands such as Coach and Kate Spade, and has expanded into the food and beverage sector to increase contact between its brands and consumers.

Why is fashion retail taking on the challenge of the food and beverage industry? What kind of benefits does it have?

Why fashion brands? Opening cafes and restaurants one after another

Coach and Kate Spade cafe

Kate Spade, which is expanding its wholesale business in the Middle East, has entered the food and beverage industry to connect with brand loyalists and find new customers. For three months until June, we will be running a pop-up cafe at Bloomingdale’s, a luxury department store located in a shopping mall in Dubai, United Arab Emirates (UAE).

“With our pop-up cafe, we are testing a new lifestyle concept for Kate Spade, providing a fun experience and creating an emotional connection with our brand’s fans,” said Kate Spade New York chief executive Liz Fraser. The company’s CEO told Fashionnetwork.

Why fashion brands? Opening cafes and restaurants one after another

, a website specializing in fashion information. The cafe will serve food and beverages “infused with the joy and essence of Kate Spade.” Examples include “original packaging, coffee with the brand’s trademark spade, and sweets with stripes and polka dots in Kate Spade’s heritage colors of green, black, and cream.” .

Sister Fashion brands are also undertaking similar initiatives. Coach opened a restaurant and coffee shop in Indonesia’s capital Jakarta in March. Both stores are conscious of New York, the birthplace of the brand, with a replica of New York’s famous yellow cab hanging from the ceiling and the brand’s logo displayed throughout the store.

Creating a concept outside of my area of ​​expertise in Fashion Brands

Why are so many Fashion brands moving away from their core business of fashion and focusing on creating concepts in the food and beverage field? Last summer, luxury brands like Dior and Jacquemus lit up Instagram feeds by opening beautiful restaurants in popular European summer destinations like Saint-Tropez, France, and Capri, Italy. Ralph Lauren is famous for opening more and more coffee shops around the world.

It seems quite impossible for a clothing and accessories brand to open a restaurant. However, there is a breath of fresh air in the post-pandemic retail world, with Fashion brands increasingly thinking outside the box and creating unique experiences for their target consumers. For fashion retailers, there are many benefits to operating a branded restaurant. First, you can expand your brand beyond your traditional stores and products, engage with customers in new ways, and keep them with your brand for the long term.

Why fashion brands? Opening cafes and restaurants one after another

This naturally helps increase brand awareness. Having a restaurant close to stores and products can lead to future purchases. The other obvious benefit is increased social media exposure. Concept stores require significant investment to be memorable, beautiful and fun places, and are designed with the intention of posting photos on Instagram and TikTok.

By creating a store that stands out, your brand’s reach and recognition will increase. At the same time, the value of assets will increase, and the hope is that younger people will visit these restaurants and brand stores, while also helping to interact with a broader audience. Other Fashion brands will likely follow Coach and Kate Spade’s lead. As summer approaches, more brands are expanding their offerings with pop-up stores and unique eateries, increasing brand appeal and equity while engaging consumers in ways that encourage future visits.

It is expected that it will be related to Expanding into the food and beverage industry has become a popular move as retailers strive to offer unique and thoughtful customer experiences to remain competitive in their primary areas of business. So what will Fashion brands do next to entertain and attract customers?

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