In recent years, luxury hotels have redefined their brands by launching exclusive merchandise lines that go beyond traditional souvenirs. This shift reflects a consumer trend where unique experiences are prioritized over simple products, with branded items like Ritz caps offering a taste of an elite lifestyle. As luxury hotels increasingly collaborate with fashion brands and expand their presence in e-commerce, a move that gained significant momentum during the COVID-19 pandemic, branded merchandise has evolved into a powerful way for consumers to engage with an aspirational world, blending high-end hospitality with fashion and exclusivity.
Luxury hotels and resorts have revamped their brands by offering exclusive products that reflect the experiences they provide. This change shows that consumers now want unique experiences, rather than just products. Purchasing designer items like Ritz hats or Bristol T-shirts lets customers connect with an exclusive world, which is emblematic of luxury and aspiration. This gives them access to an unparalleled experience. This trend shows that people want products that make them think of unique experiences, not just something that serves a practical purpose. Selling luxury hotels lets people feel like they’re part of an upscale lifestyle, even if they haven’t stayed at the hotel or dined there.
Exclusive resorts around the world are increasingly partnering with fashion brands to offer their guests curated, branded apparel, blending luxury travel with premium style. These collaborations allow guests to enjoy personalized, fashionable experiences, enhancing their stay with a seamless fusion of fashion and relaxation. By offering limited-edition collections or on-site boutique shops, resorts create a unique lifestyle experience, turning vacations into opportunities for guests to immerse themselves in both opulence and cutting-edge fashion. Such example is the capsule collection that luxury loungewear company Olivia von Halle launched with the Peninsula London, offering silk pyjamas inspired by the hotel’s expansive views over Hyde Park. American fashion brand collaborated with Ritz Paris, one of the items offered to their clientele is a special edition cap that many Hollywood celebrities have been seen wearing. Valentina de Santis, the Italian hotelier behind the renowned Passalacqua and Grand Hotel Tremezzo in Lake Como, has launched collaborations with fashion designer Emilia Wickstead and the luxury Italian brand Brics. Through her e-commerce platform, Sense of Lake, de Santis offers products inspired by the natural beauty and landscapes of Lake Como, including a carry-on suitcase adorned with a nostalgic print of the hotel’s façade. Paper London cooperated with Four Seasons Hampshire, offering items such as elegantly designed sweatshirts and refined bags that complement the resort’s sophisticated country-chic aesthetic. Each resort seeks to provide its clientele with bespoke items that reflect the distinctive ambiance or the breathtaking views surrounding the hotel’s locale.
Hotels aren’t the only ones leading the way in this trend, iconic tourist destinations are too. As the idea of retail changes to meet the needs of a more sophisticated audience, resort stores are becoming increasingly popular in the luxury sector. These aren’t just boutiques set up in upscale resorts. They’re a shopping experience that blends luxury, exclusivity, and cultural immersion. Iconic brands like Louis Vuitton, Dior, and Gucci are expanding their presence in places like Cortina d’Ampezzo, Capri, Forte dei Marmi, and Taormina. These places are becoming must-visit spots not just for tourists, but also for luxury retail.
But what exactly is a resort store? Resort stores are seasonal boutiques that luxury brands open in the most desirable tourist locations, for both summer and winter. They’re often temporary stores or adapted to suit the season and the atmosphere of the location. They feature designs and products that aren’t usually available in traditional boutiques. They respond to the seasonal needs of the location (like cashmere and fur garments in Cortina or light, fresh garments in Capri), making the offer more relevant to the context. These outlets represent a marriage of luxury and lifestyle. They allow customers to enjoy an immersive and personalised experience outside the classic city shopping streets.
During the holidays, high-end consumers spend a lot of time in these resorts. Resort stores let brands be physically present where their customers are, which makes it easier for customers to interact with the brand directly.
The idea of ‘experience’ is becoming more and more important in luxury retail, and resort stores are a great example of this. They also give companies a chance to try out new designs, connect with different cultures and create special links with local communities. Luxury boutiques in tourist hotspots are proof that luxury isn’t just about owning something, it’s about living with it and having a piece of a world that’s inaccessible to most.
