Iconic fashion brands are developing distinct new hospitality offerings to compete with traditional players in the sector. Conceived as extensions to their brand ‘worlds’, brands are immersing guests and loyal fans into their ethos, values, and aesthetic through environment, experiences, and services. Inviting guests to spend a night with the brand establishes a deeper emotional connection and an opportunity to make new memories with the brands they love.
ELLE is a prime example – diversifying from women’s lifestyle magazines to hotels, with the launch of ELLE Hospitality. The brand plans to launch two new hotel concepts for different target audiences: Maison ELLE and ELLE Hotel. ELLE Hotel will target the luxury market, focusing on high-end experiences and resort destinations for ‘regenerative retreats’. Maison ELLE will consist of boutique hotels located in city centres around Europe and China at affordable rates. The brand wants to bring a combination of ‘convenience, practicality and personalised service’ to the market. Maison ELLE will debut in Paris this autumn and ELLE Hotel will debut summer 2023 in Jalisco, Mexico.
ELLE follows several fashion and lifestyle brands expanding into the hospitality space. In March this year, Hyatt announced plans to open the world’s first Fila-branded hotel. Armani plans to open a third hotel location in Saudi Arabia in 2025, following its two existing in Milan and Dubai. Bulgari plans to open five more hotels in Moscow, Rome, Tokyo, Los Angeles, and Miami Beach.
While the market is very competitive, new hospitality players have potential to gain market share by leveraging their existing loyal fandoms, launching exclusive experiences that only the brand can offer.
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Image courtesy of Elle Hospitality