Luxury hotels enrich the guest experience by offering their own ready-to-wear collection

Luxury hotels enrich the guest experience by offering their own ready-to-wear collection
Luxury hotels enrich the guest experience by offering their own ready-to-wear collection

The phenomenon is growing in the hotel sector: more and more luxury hotels are launching their own fashion labels. More than a derivative product, these branded pieces boost brand identity while extending the customer experience.

The Bristol , the Eden Roc, the Airelles, the Ritz Paris… The five-star establishments unveil their own branded fashion collection

More hype than the traditional mascot, fashion pieces are the new accessories to treat yourself to after a luxury stay. In fact, palaces and five-star establishments are now investing in the fashion segment by offering their customers sweatshirts, shirts, t-shirts, swimsuits, caps, and other accessories marked with the name of the establishment.

Le Bristol Paris first joined forces with the Californian label Sporty & Rich to unveil a co-logoed collection in a style that was both sportswear and preppy. It was such a hit that the palace decided a few months later to launch its own ready-to-wear brand called Bristol Society.

“Chic sportswear fashion bearing the Bristol coat of arms, for affirm your membership in a club where classic is twisted with modernity, where luxury flourishes in simplicity, and where noble spirits are enveloped in sublime materials”we can read on the hotel’s digital fashion corner.

Parts for retain hotel guests and allow them to extend their experience beyond their five-star stay. A strategy developed by other big names in the hotel industry such as Eden Roc, the Les Airelles group, but also the Ritz Paris, all of which offer their own ready-to-wear collection. The Place Vendôme hotel has even embarked on jewelry art by recently unveiling a collection of upcycled jewelry from its porcelain tableware.

Trendy merchandising that allows the hotel world to reaffirm its links with the world of fashion while capturing the attention of generation Z, who we know are very sensitive to branded and accessible luxury.

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