TASTE THE BRAND: HOW FASHION LABELS ARE BREWING CULTURE

From Runways to Lattés: the New Flavor of Fashion Marketing

The fashion industry is well-known for its ability to reinvent trends; however, the most recent transformation is not related to fabric or silhouettes. It pertains to flavor. Welcome to the era in which your preferred handbag brand may also offer your preferred iced latte. Fashion is no longer merely an item that is worn; it is now an experience that is wholly sensory, as evidenced by the emergence of pop-up cafés by brands such as Coach and the involvement of other luxury names in the food industry.

The Emergence of the Fashion Café

Coach's coffee shop is merely a single instance of a broader movement. Luxury brands are establishing lifestyle spaces that integrate fashion and food in major cities worldwide, including Tokyo, Seoul, Paris, and Jakarta. Consider interiors that exude a strong brand identity, feature signature desserts, and serve high-end coffee. This is a strategic move, not a mere gimmick. Brand experience is as valuable as the product itself in today's culture-driven consumer market. Fashion cafés enable brands to:

• Appeal to a broader audience by offering a sense of luxury that is approachable

• Foster social sharing by incorporating aesthetically curated interiors 

• Enhance emotional engagement by transforming brand values into lifestyle touchpoints

Why Branding with Foods Is So Powerful

Regardless of whether one is a fashion enthusiast, food is an integral part of everyone's daily life. In addition, in contrast to the fashion industry, which frequently uses price as a barrier, a coffee or dessert priced under ten dollars allows nearly everyone to engage and feel connected to a renowned brand's universe. Inclusivity holds significant importance for Gen Z and millennials. A Coach latte or a Fendi cupcake transcends mere indulgence; it serves as a distinctive symbol of sophistication. Global fashion brands are strategically integrating seasonal launches, exclusive merchandise, and loyalty programs linked to their cafés, thereby effectively combining food service and fashion marketing.

Case Studies to Monitor

Coach Coffee Shop (Coach Play Café): By combining its brand history with a playful and contemporary café culture, Coach has designed spaces that are conducive to photography and feature the brand's signature aesthetic. When customers visit Tiffany & Co.'s Blue Box Café, they are allowed to have "breakfast at Tiffany's literally." Fashionistas can enjoy a cup of coffee at the Dior Café in Seoul and Miami, which is decorated with Dior Maison furnishings. Gentle Monster's Haus Dosan is a concept store located in Seoul that features eyewear, interactive setups, and, yes, a dessert bar at its establishment. These are not merely coffee shops. Retail experiences that are designed to evoke feelings of loyalty are known as immersive retail experiences.

What Does This Imply for the Prospects of Fashion Marketing in 2025?

Fashion brands have evolved beyond mere product vendors; they now serve as narrators of lifestyle experiences. By entering the food-related realm, they are broadening their story beyond clothing and into the realm of culture. This transition also signifies the evolving expectations of contemporary consumers, particularly in Asia. We seek meaningful experiences. We seek visually appealing experiences.  Next time you enjoy an oat milk latte adorned with a fashion designer logo, keep in mind that you are engaging in more than just a coffee experience. You are part of the contemporary fashion landscape.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta