Is it a trend to "fail to do one's proper job"? Luxury brands have gone to sell coffee?

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Ralph Lauren also pushes the coffee cart? Right! You read it right! In addition to selling clothing accessories, luxury brands have also set up sideline businesses to sell another piece of space in the recession.

At the beginning of this year, the compound space Gucci Garden opened in Milan, in addition to shops and art galleries, there is also a restaurant headed by Michelin 3-star Chef Massimo Bottura. Gucci's revenue hit a six-year high in 2017 and ushered in a new golden era of double G. However, with the global economic slowdown, fast fashion and reduced demand for luxury goods, the revenue of major brands is showing negative growth. Actively carrying out sideline business, promoting peripheral products, and cooperating with e-commerce across the border has become a new way to find a way to make money.

Gucci Garden

Gucci's new store.

Michelin Restaurant in Gucci Garden

No matter how busy you are, you need a cup of coffee.

Gourmet food is the aesthetic extension of fashion taste, and has a more people-friendly price than luxury goods, so that almost every fashion brand has its own coffee shop and restaurant! After the LVMH Group bought COVA, a century-old Italian confectionery store, in 2013, Prada, which failed to compete with LVMH, acquired Pasticceria Marchesi, a 200-year-old Milan dessert store, the following year, and opened a new store in Milan's Monte Napoleone Street, showing brand aesthetics in grass-green space.

COVA

COVA

Come to New York on the east coast of the United States, Ralph's Coffee, founded by Ralph Lauren, coffee beans are selected and baked by the famous coffee shop La Colombe specially for the brand, only here can be drunk. In addition to brick-and-mortar stores, there are coffee diners that detour around New York City. The first coffee shop in Asia just landed in Hong Kong on February 1 this year, and it also sells a variety of surrounding goods. Coffee diners in Tokyo also began to sell last year, causing quite a stir!

Ralph's Coffee

Ralph's Coffee

In addition, there are Burberry, Vivienne Westwood's cafes, Armani's restaurants, restaurants, Roberto Cavalli's Cavalli Ibiza Restaurant & Lounge in the resort of Ibiza. And so on, all with high fame and fashion taste, so that there is an endless stream of pilgrimage fans.

Armani Hotel Dubai

Joint cooperation has become a new trend of e-commerce

With the emergence of more and more emerging e-commerce platforms, and mainstream consumers buy fashion luxury goods through online channels, more brands choose to cooperate with e-commerce and actively develop into e-commerce, which has also become one of the ways for fashion brands to open source. As early as 2015, Tommy Hilfiger announced that eight items in the limited edition Tommy reproduction series would be released exclusively on the fashion shopping website mytheresa.com. Last year, LVMH Group also brought together many of its brands to create a luxury e-commerce platform called "24S è vres", which will be launched in more than 70 countries around the world, while providing app services for download.

24 S è vres

In order to satisfy consumers' desire for innovation and change, the joint model of luxury brands and e-commerce has also become a sales gimmick to effectively stimulate the consumer market. Last year, JD.com, one of the leaders of e-commerce in China, announced that he was co-signed with the French well-known fashion brand JAY AHR, bringing the JD Lab x JAY AHR zodiac series of limited embroidered jackets; recently, even the sneaker brand Reebok has found the British inexpensive shopping website ASOS to work together to launch a joint limited edition product with its global popularity, boasting that it can no longer be bought after it is sold out, and it also allows consumers to reduce their thinking time. If you don't buy it now, it may be too late!

White × Reebok Classic