HOTELS x FASHION – the ultimate collaboration

Luxury hospitality is experiencing a remarkable period of growth, propelled by an expanding affluent population and their increasing appetite for exclusive experiences. In an ever-competitive marketplace, where brands are jostling for position at the top, the minutiae counts. With projections indicating that the number of millionaires will reach 86 million by 2027, luxury brands and hotels are collaborating to create personalised and unforgettable experiences for their customers.

The concept of blending luxury fashion with hospitality was pioneered by brands such as Versace with its opening of the Palazzo Versace on the Gold Coast in 2000, Bulgari’s first hotel in Milan in 2004, and Armani opening a hotel in Dubai in 2010. These hotels showcased branded furnishings and bespoke products, with both the Armani and Bulgari hotels offering exclusive spas and restaurants.

Now, a new wave of brand-hotel collaborations is emerging, both large and small, poised to broaden the landscape of both luxury brands and hotels. At a time where hotels are looking for increasingly unique ways to engage with customers, far beyond the traditional branded cosmetic products, they are developing more sophisticated brand partnerships. A few standout examples of such partnerships include:

• Ritz Hotel Paris x Frame: in 2021 The Ritz Hotel Paris teamed up with the American denim and casual wear brand – Frame – to launch its first clothing range. It featured The Ritz Paris logo on clothing items such as caps, bomber jackets, jumpers, and socks as well as other lifestyle goods such as water bottles and blankets. The collection was designed to combine the high-quality reputation and prestige of The Ritz Paris with casualty wear. It also presented an opportunity to make The Ritz Paris brand accessible to a wider audience who may not have had the opportunity to stay at The Ritz Hotel Paris but wanted to buy into its glamour in a small way. The collaboration was so successful, two further collections were launched in 2022 and 2023 respectively. 
• One&Only Aesthesis x Balmain: in late 2023 in Glyfada, One&Only Aesthesis collaborated with Balmain - a move which saw the hotel reimagined with Balmain’s renowned new French style. Balmain’s creative director Olivier Rousteig unveiled a revamped pool and beach area, featuring towels, sunbeds, and umbrellas adorned with Balmain’s striking white and black logo. The pool displayed floor tiles featuring the brand’s emblem and guests could also purchase a special-edition Balmain x One&Only 1945 Cabas handbag, available exclusively at the resort. 
• Hotel Du Cap-Eden Roc x Lacoste: in April 2024, Hotel Du Cap-Eden Roc partnered with Lacoste to launch an exclusive capsule collection, marking Lacoste’s first venture into hotel collaborations. The collection reflects the unique experience of the hotel, alongside the storied history of its five clay tennis courts, established in 1923, capturing the essence of both a “Tennis Performance” range and an “off-court” style. The collection is availably exclusively at the hotel and was launched at an intimate event hosted by Venus Wiliams. 
• Hotel Amigo x Diane von Furstenberg: Hotel Amigo, part of the Rocco Forte hotel brand situated in Brussels, the hometown of renowned designer Diane von Furstenberg, unveiled in June 2023 a suite named in her honour. The special suite coincided with the 50^th anniversary of her iconic wrap dress and hotel guests were invited to “Step into the World of Diane von Furstenberg”. The promotion included a guided tour of the DVF Exhibit at the Brussels Fashion and Lace Museum and a private shopping experience at the DVF boutique on Rue du Grand Cerf. 

These examples highlight a common objective for both brands and hotels: to connect with new and existing consumers while driving commercial outcomes. Further, they offer a great marketing platform and increase brand awareness for both the hotel and fashion brands.  In order to make these partnerships successful, the hotel and brand need to ensure there is a cohesive approach across retail, broadcast, digital, and social strategies. Companies must be aligned to foster a mutually beneficial relationship that enhances longevity, shareability, and brand equity. These relationships in turn offer consumers exclusive offers that can only be accessed by visiting the hotel, consequently creating a sense of exclusivity. Rather than being viewed as a temporary stay, these collaborations have the potential to cultivate a lasting affinity and loyalty to the hotel, transforming short visits into lifelong connections. 

However, there are important practical considerations that should be addressed to avoid falling into common pitfalls:

1. Make sure to put in a place a comprehensive and well-structured agreement between the collaborating parties. This could take the form of various types of contracts, such as management agreements, brand licence agreements, and profit-sharing arrangements; or may involve entering into a combination of these agreements. A well-structured agreement will clearly define the roles and responsibilities of each party, minimising the potential for disputes, whilst also protecting the interests of all parties. It should also include some walkaway provisions in case one or both parties feel the partnership is not proceeding as envisaged and it cannot be readily rectified. 
2.  Intellectual property considerations must also be thoroughly examined. Robust due diligence is essential to ensure that the brand possesses the appropriate trade mark registrations in the relevant jurisdictions and for the relevant goods and services. Any licence agreements should specify how the intellectual property will be utilised, the duration of the licence, any usage limitations and what will happen when the agreement ends. Additionally, copyright protections and design rights should be addressed, especially if the collaboration involves the creation of marketing materials or unique designs for products and furnishings. 
3. Finally, potential reputational issues should be dealt with contractually. It is essential for both parties to ensure their values align and establish clear procedures at the beginning of the relationship regarding how to handle any adverse publicity (and the consequences of such) e.g., guidelines on how to terminate the collaboration to minimise reputational damage and any red lines for the parties. 

Partnering with brands provides hotels with a fresh opportunity to differentiate themselves in the competitive travel sector. Such collaborations can broaden a hotel’s audience and enhance its visibility, while also reinforcing its reputation and boosting revenue streams. As hotels increasingly engage in partnerships with various brands, we can expect to see a growing number of successful collaborations that not only benefit the hotel and brand but also prioritise the consumer experience.

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