Bringing food into fashion – a trend that appeared hundreds of years ago, is now rising with the participation of many fashion retailers such as Louis Vuitton, Muji or Arc’teryx
History of pioneering brands with food in fashion
The combination of high -end fashion with the actual cuisine has existed from many decades agoaccording to Richard Hodos, vice president of JLL’s New York Retail Services. One of the pioneers in this field in the 20th century is a luxury department Neiman Marcuswhen they opened the first restaurant called Zodiac Room in Dallas in 1953. “The idea of combining cuisine with luxury fashion is not new if you look at Neiman Marcus and Bergdorf Goodman. Since 150 to 200 years ago, Creative retailers always try to create special experiences for customers to stick with their Brand. ”
Tiffany opened Blue Box Cafe in 2017
After that, the fashion and film icon Audrey Hepburn in the movie Breakfast at Tiffany’s (1961) romanticized the idea of enjoying breakfast between sparkling jewelry. However, it is not until 2017 – ie 56 years after the film was released – the new customer can actually have a meal at Tiffany. This luxurious Kim Hoan has opened Blue Box Cafe on the fourth floor of the Flagship store at Fifth Avenue Boulevard. Although closed in 2019 to remodeling, the cafe has re -opened in 2023 under the guidance of the famous chef Daniel Boulud and quickly has a list of waiting up to 1,200 people.
Some Signature dishes at Tiffany’s store
With a price of 68 USD/person, breakfast menu at Tiffany includes Croissant, Danish and Uncle Ho’s eggs in eggshell with caviar. According to CEO Sebastien SilliTri of Blue Box Cafe, despite opening nearly two years, the attraction of this experience has not decreased. He revealed that the restaurant serves more than 400 diners every day. “The restaurant works very well, almost never empty,”
Neiman Marcus, Bergdorf Goodman and Tiffany’s have found the foundation for combining cuisine with fashionwhen customers can enjoy food in a brand -rich brand space. According to Shawn Grain Carter, Associate Professor at the Fashion Institute of Technology in Chelsea, this strategy not only attracts new customers and retains loyal customers, but also contributes to refreshing direct shopping experience. In the context of increasingly popular online shopping, brands are seeking to attract young customers to return to the actual retail space, where they can enjoy the unique and more personalized experiences. Carter shared: “In all aspects, they want you not only to buy clothes, but also buy decorations, enjoy coffee and dessert at the store. This is a skillful and effective customer approach strategy. ”
Although not a completely new trend, more and more fashion retailers have found the benefits of combining food experience with this shopping.
Fashion retailers quickly entered the field of food
In November last year, Louis Vuitton Officially launched the first branded coffee shop in the US, run by Starr Restaurants – stood behind many famous restaurants in Manhattan such as Pastis, Upland and Buddakan. Right next to the Le Chocolat Maxime Frédéric, a high -class chocolate store, directly operated by Louis Vuitton. Here, customers can easily queue to buy chocolate at Le Chocolat Maxime Frédéric. However, if you want to experience cuisine, customers are forced to book in advance. According to the restaurant staff, at the beginning of this month, the waiting time for a two -person goal can be up to 90 minutes.
Louis Vuitton restaurant space
Not only Louis Vuitton, many fashion brands are also embarking on the field of food, in order to attract both grave and believers who love new experiences.
MujiJapanese brand is famous for its appliances and fashion, opened the first food market in the US last month, inside Chelsea Market. Here, customers can enjoy special drinks and traditional Japanese dishes such as Onigiri, Miso soup and Dorayaki. According to information on Muji’s website, this market is designed to “encourage discovery, creativity and connection.”
Muji’s Japanese menu at Chelsea Market
Meanwhile, fashion brand Members onlyinherently associated with the famous Racer Jacket jacket in the 1980s, also planned to open a store combining lounge in the spring of 2025 at Greenwich Village. Not only displaying clothes, the store also serves cocktails and snacks, bringing a space in “art, style and convergence.”
The trend of combining fashion and cuisine is increasingly popular, turning traditional stores into a destination not only for shopping but also for experience, exploration and connection.
When coffee becomes a new “weapon” of the retail industry
In addition to cuisine, many fashion brands are using the attraction of coffee to drag customers into their store.
As soon as Louis Vuitton opened his coffee shop in November, there was rumor that Prada There is a similar plan. According to many sources, Italian brand is trying to open a high -class restaurant and can replace the long -standing Lure Fishbar restaurant at 142 Mercer St. Although Prada has not confirmed the plan, Hodos believes that opening an Italian restaurant will be a reasonable step. “They are seeking to expand the brand’s experience.”
Prada intends to open a coffee shop to replace the long -standing Lure Fishbar restaurant
September 2024, Arc’teryx – Outdoor fashion brand and mountain climbing have opened the largest flagship store in Soho, New York named A-Frame. Here, customers can try skiing and relax with a cup of coffee. It is known that Arc’s first coffee shop in the US. According to Delaney Schweitzer, a commercial director of the company, Arc’Tteryx coffee shops in Japan and China have achieved great success, helping the brand to build a strong customer community.
Arc’Thyx opened the largest flagship store in Soho, New York
Before ARC’TERYX, Ralph Lauren Opened his first coffee shop in Manhattan in 2014. The designer started his business with a collection of men’s ties in 1967, now developing a brand not only includes fashion but also owning 5 restaurants and many cafes around the globe. Although the first coffee shop in New York was closed in 2017, the Ralph’s Coffee chain continued to thrive with the locations on the Madison Boulevard and at Flatiron District. Ralph Lauren once shared on the brand’s website: “Fresh coffee scent evokes many memories of moments with family and friends. I want to create those types of coffee, and open up the space where people can temporarily put aside to enjoy. ”
The Ralph’s Coffee chain continues to thrive with the locations on Madison Boulevard and Flatiron District.
Not only the fashion industry, other fields are also taking advantage of the attraction of coffee to attract customers. For example Capital Onelaunched a chain of coffee shops associated with the bank in 2014 in Boston, and expanded to New York by 2022. Currently, there are nearly 60 locations across the United States.
Capital One launched a cafe chain associated with the bank
Conquer Genz by fashion and cuisine combination – the destination of the brand
Mike O’Neill, Vice Chairman Cushman & Wakefield, said that the trend of fashion combination with cuisine will continue to grow before reaching the saturation point. He said that after the pandemic, the need for special experiences of customers has skyrocketed, making brands increasingly Investing in this factor. According to Carter, the expansion of shopping experience is a smart strategy that helps customers stay in the store longer, thereby spending more. “This is an attractive value proposal. Brands want to increase identity, attract potential customers as well as retain the current luxury customers. ”
One of the groups of customers that special brands targets is the Genetic generation – the first generation to grow completely in the digital environment but tend to return to shopping directly. Carter commented: “They yearn for real life experiences because they are the first generation born in the 100%digital world. And this is a great way for brands to expand their lifestyle style with the group of customers they want to keep in the next decades. ”
Conclusion:
By expanding customers’ experience, from shopping to enjoying cuisine in a brand space, fashion houses not only create a deep cohesion with customers but also significantly promote Sales. As the boundary between shopping and lifestyle is increasingly faint, fashion shops integrate cafes, the restaurant will shape a new standard for the luxury retail industry.
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