Why Is The Hotel A Fashion Gathering Place?

Opening Ceremony stores in Ace Hotel, London

According to the world clothing and shoe net, in April 2016, aerwar airline announced the sponsorship of the 17 fashion week, Finland airlines and Lufthansa airways in the airport runway and air cabin.

Industry business.

At the same time, another important role of the travel market -- the hotel industry has also joined the fashion brand cooperation team.

Almost every month, almost every month, we can hear similar news: Rosewood hotel resorts employ Japanese Vogue fashion director Anna Dello Russo as the new curator; IMG group announces Dream Downtown hotel as the official venue of the New York fashion week this autumn.

The brand Jenni Kayne cooperates with the The Inn Boutique beside the store. Lssey Miyake launched the afternoon tea with the Park Hyatt Hotel in China.

The cooperation in the two fields has been for a long time, but with the rapid growth of lifestyle consumption in the past two years, such cooperation is being implemented by more and more businesses.

"We are excited about the new opportunities presented by the travel industry. Most of us are willing to attribute this to the fact that the retail industry is paying more and more attention to experiential marketing, and there is great room for us to cooperate in this respect."

Jenni Kayne

Manager Samantha Moore told fashion media Fashionista.

The brand from California not only designed a customized gift box for the guests of Epiphany Hotel, but also participated in the interior design of the hotel suite.

Yestadt Millinery in New Orleans W hotel's flash shop

The World Tourism Organization UNWTO released a report on shopping trips last year, which shows that shopping experience has become one of the most influential factors for people to choose destinations and prepare for trips.

J RN RN Giesche, an analyst at the Spanish business school, stressed in the report: "shopping trips are closely related to today's urban travel and account for 58% of the total tourism market."

The Inn Boutique and luxury resorts, of course, have noticed this. Such a sharp sword has become the most popular weapon for tourism destination marketing.

10 years ago, "shopping tour" may be the word that people most hate to encounter when traveling. It is often equated with "forced consumption" and "inferior goods". With the evolution of consumption upgrading, the rise of experiential consumption has focused on the process rather than the result, and the "shopping tour" has also been given a new definition.

According to J RN Giesche, through surveys, the experience of local small brands on vacation is more attractive than international brands.

One of them is called "Bleisure" - the combination of "Business" and "Leisure".

58% of business travelers will add a day or even a weekend tour to the trip.

Such cooperation brings win-win situation.

For high-end hotels, the money to earn only the upper class is obviously too small to increase. In July, Hilton Hotel launched the fashion end hotel brand Tru. We can see that aiming at the millennial generation is also the target group of the hotel industry. To their happiness, this group is increasingly choosing to spend money on experience and travel.

Alan Phillips, a senior executive at the hotel industry, told Fashionista that "the right crowd is attracted to the specific group of people who are attracted by the right fashion brand, and most of the modern marketing is to build brand through cooperation."

In New York and London, Opening Ceromony, a luxury brand shop in the US, has opened stores in Ace hotel. This is a strategic cooperation between the two sides. Both companies are also attracted to fashionable young customers.

For example, Maison Kitsune has opened a boutique in the European NoMad hotel.

Palmiers Du Mal holds 2018 spring summer series at Gramercy Park Hotel

On the other hand, this is also a channel for the retail industry to save itself.

As traditional fashion brands are likely to become victims of the end of the retail market, the unique and stylish retail space has become a new favorite.

Take the brand Maris Collective in Losangeles as an example, this brand has been rooted in high-end hotels since its foundation, and it is their unique business mode to set up boutique and customized stores in various hotels.

Since opening its first store in Four Seasons Hotels in 2008, Four Seasons Hotels group has become the largest partner of Maris Collective today.

Maris Collection is a boutique in Four Seasons Hotels, Bahrain.

Maris Collection is a boutique at Four Seasons Resort Hawaii.

The Gramercy Park hotels and 11Howard hotels in the United States mentioned the participation in the upcoming New York fashion week.

11Howard is mainly responsible for the special events during the fashion week. Its bar The Blond is already a popular place for KOL to follow, and the Gramercy Park hotel will become a part of the brand's show and exhibition venue.

"In a world of commercialized space, creativity is the key to driving traffic and loyalty."

Phillips said that in pursuit of such a pursuit, hotels and fashion are natural allies, creating themselves as a gathering place for specific groups of people.

More interesting reports, please pay attention to the world clothing shoes and hats net.