Category
Business
Autumn Teasers
Trend cluster
Category
Expanded
Luxury
Luxury brands expand with more approachable services for consumer appeal.
5.5
Trend score
Trend
What is the Expanded Luxury trend?
Expanded Luxury: While luxury retailers often rely on consumer loyalty and brand recognition, such singular marketing tactics often prevent exposure to more diverse audiences. Expanding appeal, couture brands are opening up cafes and food venues to offer everyday approachability to their brand experience.
Trend themes
Themes within the Expanded Luxury trend
Three behaviours holding the trend together01
Brand Extension
Luxury brands are expanding beyond their core product offerings to reach more diverse audiences and expand appeal through pop-up cafes, pastries, and full-service dining experiences.
02
Fashion and Food Crossover
Fashion and food are intersecting in innovative ways as couture and luxury labels open cafes and restaurants that feature branded food and beverages, blending the worlds of fashion and culinary art.
03
Sensory Experience
Heritage labels are exploring new ways to engage with consumers through sensory pop-up shops and eateries, offering an immersive experience that goes beyond traditional shopping.
Industry implications
What the Expanded Luxury trend means for industry
Where the trend changes the playbookFor
Luxury Retail
Luxury retailers are expanding the boundaries of their brand by exploring new product offerings beyond couture fashion.
For
Hospitality and Food Services
The fashion world is increasingly looking to partner with hospitality and food service providers, expanding their reach and offering new sensory experiences to their customers.
For
Publishing
With print magazine readership on the decline, publishers are exploring new ways to diversify their revenue streams and engage new audiences through branded cafes and restaurants.
Trend signals
Trend signals for Expanded Luxury
Trend score 5.5 out of 10, from popularity 82%, activity 74%, freshness 8%.
Popularity82%
Activity74%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Expanded Luxury trend
7 featured examples from Feb 26, 2013 to Aug 12, 2015CategoryMarketing
Fashion Magazine-Branded Cafes
The Vogue Cafe is a New Addition to the Dubai Mall
The luxury fashion industry can capitalize on the trend of fashion magazine-branded cafes to enhance brand loyalty and provide unique experiences for their customers.
CategoryMarketing
Fashionable Cafe Pop-Ups
The Thomas Burberry Cafe Celebrates the Label's Latest Menswear Range
Fashion retailers can explore the creation of sensory pop-up shops to attract and engage customers in a unique way.
CategoryLuxury
Couture Pastry Shops
Prada Not Only Sells Clothes, But It Will Soon Sell Prada Pastries
The collaboration between Prada and Pasticceria Marchesi Pastry Shop highlights the potential for fashion brands to enter the food industry and offer unique experiences to consume…
CategoryArt & Design
Contemporary Fashion Cafes
The Maison Kitsune Tokyo Store is an Intergrated Model
Innovative retail companies can incorporate cafes or other leisure elements into their stores to attract customers and increase sales.
CategoryLuxury
Full-Service Fashion Cafes
Gucci's 1921 Cafe is the Fashion Brand's First High-End Dining Service
Luxury fashion brands can explore the opportunity of opening full-service cafes or restaurants to enhance their brand experience.
CategoryFashion
Cinematic Fashion Cafes
The Wes Anderson Prada Restaurant Boasts a Whimsical Design
Fashion retailers can explore the concept of opening themed cafes to enhance brand experience and drive customer engagement.
CategoryLuxury
Haute Couture Coffeeshops
The New ‘Armani/Caffé’ Boutique Combines High Fashion a
Luxury fashion brands are incorporating dining experiences into their stores to provide an all-encompassing shopping experience.
