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High-end, branded apparel and accessories from luxury hotels became one of the hottest new trends in fashion over the summer.
The Big Picture: The popularity of hotel merch demonstrates that consumers continue to value experiences over products. The swag acts as exclusive vacation souvenirs — mementos of an experience not everyone gets to have.
Behind the Curtain: Sarah Rappaport of Bloomberg has coined the rise of luxury-hotel fashion “resortcore.”
- Exclusive resorts all over the world, from LA’s Beverly Hills Hotel to Paris’ Le Bristol, have seen sales skyrocket for branded apparel that looks like it would come from a top designer.
- And the resorts are now leaning in, treating pieces as an essential marketing angle and collabing with luxury brands like Olivia von Halle and FRAME to attract extra attention.
Closing Thoughts: Hotels made a big push into e-commerce to recoup lost revenue during COVID, but it looks like the trend stuck even as the pandemic has faded. Luxury hotelier Aman reported that “its e-commerce business has doubled in size over the past year,” per Bloomberg. Don’t be surprised if the luxury makeover extends to specific events at hotels, turning merch into limited-edition fashion drops.
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