From beach resorts to cafes and restaurants, luxury fashion houses are increasing their offerings beyond the traditional retail sphere.
Many luxury fashion brands are quickly adapting to the rise of the metaverse by introducing immersive commerce experiences. However, many luxury brands are now going further to increase their physical offerings. In 2022, Balenciaga drew customers back into stores by decorating its Mayfair, London shop in pink faux fur as part of its marketing campaign to promote its Le Cagole bag. To market its Le Splash collection, Jacquemus created a monochromatic blue surrealist bathroom-inspired pop-up.
Through these unique and experiential offerings, brands are beginning to concentrate on cultivating an unforgettable experience and increasing in-person and online engagements rather than just promoting products.
In a post-pandemic world, consumer spending has moved towards dining, wellness and travel experiences rather than splurging on physical possessions. Where marques – such as Aston Martin, Bugatti and Lamborghini – focus on branded residences that serve high-net-worth clientele, luxury fashion brands are branching out to branded hospitality spaces and transient activations.
Luxury French fashion house Dior has created a summer of sophistication for clients from June to August 2023. The Ember Beach Club at the One&Only Desaru Coast, the ultra-luxury resort in Malaysia, is fast becoming this summer’s ultimate destination and is dedicated to the latest Dioriviera capsule collection.
Attendees begin their sartorial summer on the branded Dioriviera ferry, sailing between Singapore and Desaru Coast. The exclusive pop-up has a glimmer of Parisian glamour, and the Instagram-worthy setting has the world-renowned Dior signature embellished across the beach club. Designed by Creative Designer Maria Grazia Chiuri, the space is covered in dusk pink; from the sun loungers and umbrellas to the fittings in the adjoining café. The Dior Café boasts a Mediterranean-influenced menu that features Malaysia’s fresh local produce with a French infusion.
From fashionable ready-to-wear pieces to exquisite dining offerings and picturesque locations, the innovative event showcases sophisticated expressions of the French art de vivre and the vibrant spirit of the House of Dior. “Dior and One&Only are leading icons of exceptional class for our discerning clientele, and we are proud to demonstrate our shared values through this inaugural pop-up experience,” stated Jerome Pichon, General Manager of One&Only Desaru Coast.
Another luxury fashion brand, Jacquemus, has created a multi-sensory brand experience at the newly unveiled Jacquemus Beach Club. Situated at Plage de la Bonne Terrass in Ramatuelle, St Tropez, the commerce experience is open until October. The beach club contains a pop-up boutique stocking European summer essentials promoting their new Été capsule collection.
Moving away from campaign-heavy marketing allows fashion houses to showcase their heritage in a more nuanced and immersive experience, potentially ushering in a new era for luxury fashion houses.