The reason why fashion brand FENDI launches coffee shop in Hong Kong and luxury brand opens coffee shop

Italian high-end fashion brand FENDI continues to dig deep into the coffee market.

This time, FENDI is going to land in Hong Kong, and everyone has a new place to clock in and drink coffee.

It is understood that FENDI and BETWEEN, a boutique coffee shop, have jointly opened a time-limited coffee shop, which is located in the atrium on the ground floor of Gangwei, harbour city, Tsim Sha Tsui. This is also the first time that FENDI has landed in Hong Kong to open a coffee shop.

Different from the previous time-limited cafes opened by FENDI, the FENDI CAFFE in Hong Kong mainly focuses on the space inside and outside the Fendi store in the harbour city of Tsim Sha Tsui, which has been arranged as an "urban camp".

In the design style, the store uses yellow as the main color, coupled with the use of FENDI's classic "FF" LOGO rotation transformation of the brand-new pattern FF Vertigo as the camping tent, in addition, the venue is also set up with a glittering silver luxury camping coffee car, which gives people a new feeling, so it also attracts many consumers to sign in and take pictures.

On the product side, in addition to regular coffee categories, FENDI CAFFE also offers strawberry-flavored frozen drinks, which are currently sold only in FENDI CAFFE stores.

In addition, FENDI CAFFE has desserts and sandwiches and other foods for consumers to choose from.

However, FENDI CAFFE does not set up a restaurant service and only provides takeout.

From the picture, although FENDI CAFFE only provides takeout service, but all FENDI CAFFE takeout cutlery is very memorable, such as cutlery printed with a limited number of summer Summer Vertigo series patterns, so that some netizens said: even paper bags are very collectible.

At present, FENDI CAFFE is open to the public, and the time-limited cafe will be open until June 6 next month.

And FENDI is far from the only luxury brand involved in coffee.

As more and more luxury brands enter the coffee market, it has become a very daily thing for ordinary people to go into high-luxury brand stores to spend money.

In February last year, LV, the world's largest luxury goods group, opened the world's first coffee shop, Le Cafe V, in Osaka, Japan, prompting netizens to complain that beat workers can also consume LV.

At that time, Michael Burke, chairman and CEO of Louis Vuitton, also said: Le Cafe V Cafe and Restaurant is a test of LV's entry into the catering industry, and LVMH Group will have more plans and attempts in the catering industry in the future, and even hinted that the brand may open more restaurants and even hotels in the future.

In addition, high-end giants such as luxury brand Burberry Burberry, US luxury jewelry brand Tiffany & Co., Herm è s Herm è s and world-famous luxury brand Armani have also opened coffee shops in various places long before this.

In fact, the cross-border opening of cafes by luxury giants is also a manifestation of the diversified development of brands, but also provides consumers with a new way of life and leisure, and the choice of coffee field is also due to the advantages of coffee itself.

Take the coffee shop opened by luxury brand LV as an example. Michael Burke, chairman and CEO of LV, once said in an interview with the media: "the most important thing is to create an experience."

Luxury brands open cafes to value the "coffee scene experience", while luxury brands also pay great attention to consumers' offline experience services, which may be one of the cross-border resonance between the two. Work together to create a new experience for consumers.

In addition, some people choose to drink coffee in cafes run by luxury brands, in addition to simply drinking a cup of coffee, "suitable for taking pictures" is also one of the reasons why some consumers choose this scene. Luxury brands are keen to develop cross-border business more in the hope of strengthening their brand characteristics, but also have more channels of communication, such as consumer photo release social platform and so on.

Finally, compared with luxury brands, the consumption threshold of coffee is lower. Cross-border coffee brands with such attributes, on the one hand, recreate the image of high luxury brands and break the stereotype that luxury goods are out of reach. On the other hand, the major luxury brands no longer rely on the original brand value, but choose to broaden the product category, through more innovative creative points to pull new consumer groups, brands also get more young consumer groups.

In fact, luxury goods for today's people, is no longer just clothing, high definition, jewelry so simple, more important is the consumption scene and brand culture.

What is the future trend for luxury goods to be involved in coffee? it may take more time to precipitate to know more feedback from the market. Predictably, FENDI's cross-border coffee shop business is not the first, nor will it be the last.

* Image source: Internet