Anthony Lupo and Mark Fawer Talk Fashion-Branded Hotels
Why limit yourself to simply traveling in style when you could also live it? Over the years, fashion designers have branded everything from furniture to luxury food products, yet the emerging trend of branching out into hotel design is becoming increasingly popular. While some have partnered with existing spaces to curate custom suites, others have gone a step further and have actually acquired high end premises to showcase their brands.
Luxury hotels, such as Tablet, “have been partnering with fashion brands for years, because they understand hospitality, like clothing, is more than just a commodity...they’re both huge industries, they’re both necessary, and they both drive innovation.” Tablet Hotels has recently collaborated with Volvo to create a curated getaway, the latest in a series of synergistic efforts aimed at crafting branded experiences.
In this episode of Fashion Counsel, Arent Fox partners Anthony Lupo and Mark Fawer discuss the ever-growing inclination of major fashion brands to break into the hospitality sector, based on the industry truth that fashion houses have always attempted to market a lifestyle, not simply clothes and shoes. From joint venturing to franchising to product placement, brands have a wealth of options at their disposal to create the ultimate experience, while making a sound investment. So, if social currency has evolved from goods to experience, what can we expect next from the fashion industry?
To watch the interview, visit Arent Fox's Fashion Counsel blog here.