Designers & Luxury food experiences
By 2026, Millennials and Generation Z are expected to account for around 75% of luxury goods buyers.
When most consumers of these generations can't afford to splurge on luxury goods regularly (if at all), how are brands building relationships with their future customers?
Gen Z have been romanticising their lives for some time now, looking for everyday luxuries and aesthetic experiences, and designer brands are capitalising on this.
Perfumes and sunglasses used to be the designer gateway, a place for consumers to dip their toes into the lifestyle of luxury purchases.
So, why are designer fashion brands now creating luxury food experiences?
This new generation of luxury consumers are looking for excitement and aesthetics. The food on Instagram has grown up, and designer eateries have emerged on top.
A new avenue for consumers to get to know luxury brands before diving in head first.
The generations can now have their first-afternoon coffee with Prada Group ☕️ or a dinner date with Gucci
These experiential brand activations are:
🚶♀️Bringing online savvy consumers in-store
💸 Encouraging purchases
🛍️ Introducing the brand look and ethos
🤳 Aesthetic experiences to share online
Building a relationship between new consumers and the brand by creating luxury, designer spaces for a digital generation to share their experience with their peers.
Designer brands aren't the only ones taking advantage of this experiential marketing strategy:
Beauty Brand REFY has also run a Brand takeover at KERB wine bar in Manchester after the launch of their first colour campaign (Red). The wine glasses likely left with minimal lipstick stains as a result of their lipstick setter. The venue was on point with the brand's aesthetic and brought your attention to their latest release with the campaign images on the menu and walls.
Hot Take, brand pop-ups and experiences will become staples in many marketing campaigns. It's giving brand experiences to share, whether in-store or in a fantastic venue!
