{"id":6058,"date":"2021-10-08T10:49:36","date_gmt":"2021-10-08T08:49:36","guid":{"rendered":"https:\/\/magazine.luxus-plus.com\/?p=6058"},"modified":"2021-10-12T12:27:12","modified_gmt":"2021-10-12T10:27:12","slug":"restaurants-the-new-eldorado-for-luxury-brands","status":"publish","type":"post","link":"https:\/\/magazine.luxus-plus.com\/en\/restaurants-the-new-eldorado-for-luxury-brands\/","title":{"rendered":"Restaurants, the new Eldorado for luxury brands?"},"content":{"rendered":"

For a few years now, luxury brands have been taking a particular interest in the gastronomic world. From Chlo\u00e9 partnering with Alain Ducasse to offer a caf\u00e9 in its Parisian store on Rue Saint-Honor\u00e9, to Ala\u00efa’s new restaurant, Caf\u00e9 da Rosa, the restaurant industry is a strategic sector.\u00a0 Why are luxury brands so enamored with gastronomy?<\/p>\n

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Luxury brands are taking over the restaurant business: they are trying to conquer our taste buds while exerting a new form of influence on customers. Whether these collaborations are ephemeral or long-term, brands are finding a new marketing haven.<\/p>\n

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Collaborations between brands<\/h2>\n

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Chlo\u00e9 X Alain Ducasse<\/em><\/figcaption><\/figure>\n

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The collaboration between luxury brands and restaurants is not new. We can mention the flagship L’Occitane with Pierre Herm\u00e9<\/strong> on the Champs Elys\u00e9es or the restaurant of the designer Jacquemus “Citron<\/em>“<\/em><\/strong>, in collaboration with Caviar Kaspia<\/strong>.<\/p>\n

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But new collaborations have recently taken place as is the case with the new Alain Ducasse caf\u00e9<\/strong> in the heart of the Chlo\u00e9 boutique in the rue Saint Honor\u00e9.<\/p>\n

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Luxury brands have understood the interest behind these collaborations, such as creating a link between the luxury brand and the customer. Indeed, these brands are not accessible to everyone. A Saint Laurent coffee or a square of Louis Vuitton chocolate<\/strong> is still affordable for (almost) everyone who wants to treat themselves to a piece of luxury.<\/p>\n

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Another way of communication<\/h2>\n

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In the midst of Fashion Week season, the Ala\u00efa<\/strong> house has opened a restaurant within the walls of its historic boutique. After the caf\u00e9 and bookstore inaugurated in the heart of the Marais in 2018, the house reveals Ala\u00efa Da Rosa, located in the 8th arrondissement. We discover a romantic terrace, embellished with a giant plant wall. On the gastronomic side, we find Mediterranean flavors with Spanish, Italian and Portuguese variations at 5 Rue de Marignan, 75008, Paris.<\/p>\n

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Creating a caf\u00e9\/restaurant also allows the brand to be renewed and talked about in a different way. Like exhibitions and celebrity outfits (Zendaya<\/strong> wore Ala\u00efa to the premiere of the movie Dune at the Grand Rex in Paris), opening a caf\u00e9\/restaurant allows for great media exposure.<\/p>\n

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It also makes the brand known to people who are not familiar with it: in particular, it can reach customers attracted by the good image given by the various reviews on the internet, or customers who are not familiar with the brand’s universe. It also diversifies the sources of income for a brand. When we know that perfumes and cosmetics are used to finance the extravagant shows of the brands, it is not surprising to see them finding new channels to round up their turnover.<\/p>\n

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Live an ephemeral experience<\/h2>\n

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Une publication partag\u00e9e par L\u2019OFFICIEL PARIS (@lofficielparis)<\/a><\/p>\n<\/div>\n<\/blockquote>\n