Haute Couture Hotels: A Systematic Review on the Practice of Brand Extension by Luxury Fashion Labels into the Hospitality Industry

DOI

10.2991/978-94-6463-246-0_33How to use a DOI?

Keywords

Haute Couture Hotels; Luxury Brands; Hospitality Industry; Luxury Fashion Brands

Abstract

Luxury brands have long recognized the potential of expanding their reach beyond traditional product lines. Brand extension into the hospitality industry allows them to offer their customers a complete luxury lifestyle experience, increasing brand loyalty and attracting new consumers. One prime example of this trend is the Italian luxury brand Bulgari. They have successfully entered the hospitality industry with hotels in major cities such as Milan, London, and Bali. The hotels are designed with the same attention to detail and craftsmanship that is evident in their fashion collections. This extension has allowed Bulgari to tap into a new market of affluent travelers seeking luxurious and unique experiences. Overall, the trend of luxury brands entering the hospitality industry is a strategic move to increase market share and brand loyalty by offering a complete luxury lifestyle experience to customers. By maintaining the same level of quality and attention to detail in their hotels as they do in their products, luxury brands can continue to expand their reach and remain relevant in an ever-changing market. Due to this, the study examines different cases of brand extension into the hospitality industry by luxury fashion labels, along with their rationales and distinctions.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Bingqing Liu
PY  - 2023
DA  - 2023/09/26
TI  - Haute Couture Hotels: A Systematic Review on the Practice of Brand Extension by Luxury Fashion Labels into the Hospitality Industry
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 269
EP  - 274
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_33
DO  - 10.2991/978-94-6463-246-0_33
ID  - Liu2023
ER  -