# Expanded Luxury Luxury brands expand with more approachable services for consumer appeal. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jun 2, 2014 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/luxury-adaptation ## Key Figures - Trend score: 5.5/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Feb 26, 2013 to Aug 12, 2015 - Published: Jun 2, 2014 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Expanded Luxury trend ### 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. ### 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. ### 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. ## What the Expanded Luxury trend means for industry ### For 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 for Expanded Luxury Trend score 5.5 out of 10, from popularity 82%, activity 74%, freshness 8%. - Popularity: 82% - Activity: 74% - Freshness: 8% ## Examples of the Expanded Luxury trend 7 featured examples from Feb 26, 2013 to Aug 12, 2015. - [Fashion Magazine-Branded Cafes](https://www.trendhunter.com/trends/vogue-cafe): The Vogue Cafe is a New Addition to the Dubai Mall (Category: Marketing) Implication: 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. - [Fashionable Cafe Pop-Ups](https://www.trendhunter.com/trends/burberry-cafe): The Thomas Burberry Cafe Celebrates the Label's Latest Menswear Range (Category: Marketing) Implication: Fashion retailers can explore the creation of sensory pop-up shops to attract and engage customers in a unique way. - [Couture Pastry Shops](https://www.trendhunter.com/trends/prada-pastries): Prada Not Only Sells Clothes, But It Will Soon Sell Prada Pastries (Category: Luxury) Implication: 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… - [Contemporary Fashion Cafes](https://www.trendhunter.com/trends/maison-kitsune-tokyo): The Maison Kitsune Tokyo Store is an Intergrated Model (Category: Art & Design) Implication: Innovative retail companies can incorporate cafes or other leisure elements into their stores to attract customers and increase sales. - [Full-Service Fashion Cafes](https://www.trendhunter.com/trends/high-end-dinning): Gucci's 1921 Cafe is the Fashion Brand's First High-End Dining Service (Category: Luxury) Implication: Luxury fashion brands can explore the opportunity of opening full-service cafes or restaurants to enhance their brand experience. - [Cinematic Fashion Cafes](https://www.trendhunter.com/trends/fashion-cafe): The Wes Anderson Prada Restaurant Boasts a Whimsical Design (Category: Fashion) Implication: Fashion retailers can explore the concept of opening themed cafes to enhance brand experience and drive customer engagement. - [Haute Couture Coffeeshops](https://www.trendhunter.com/trends/armanicaff): The New ‘Armani/Caffé’ Boutique Combines High Fashion a (Category: Luxury) Implication: Luxury fashion brands are incorporating dining experiences into their stores to provide an all-encompassing shopping experience. ## Recent trend clusters - 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