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There was a time when fashion brands were supposed to be experienced by wearing their products or wearing their fragrances.
Today’s focus on brand experience is driving a new sensation: taste. European luxury brands have mainly entered this field, with Hermès, Dior, Louis Vuitton and Prada opening cafes around the world; in the United States, Ralph Lauren has controlled Polo Bar and Ralph stores around the world. Now, growing American coveted luxury group Tapestry is offering culinary experiences; first with a Coach restaurant in Jakarta in March and this month, and later with a Kate Spade cafe at Bloomingdale’s Dubai inside the Dubai Mall .
FashionNetwork.com interviewed Liz Fraser, CEO and brand president of Kate Spade New York, to get some insights into the brand’s entry into the fashion field 31 years after it was founded in New York.
“With Kate Spade’s unique perspective and universal foundation of joy, there is little this lifestyle brand can’t do,” Fraser said in an email. “We have a strong and growing presence in the Middle East,” he added. wholesale business East, loyal brand fans and growth opportunities in the region.With new stores opening in UAE and this The first ever café and we’re just getting started. “
The space uses the signature brand green color with pops of red and pink, and also uses black and cream graphic design codes and DNA associated with Kate Spade New York to create a convivial environment where the cafe will offer a selection of Specialty beverages and branded gourmet meals.
While Fraser confirmed that the cafe won’t offer any Kate Spade homewares or be designed specifically for the pop-up, other details will be apparent.
“The food and drink options are filled with Kate Spade joy and infused with our brand codes, with some of the most popular being custom packaging, our signature spades etched onto coffee products, or in Kate Spade green and black and dessert stripes and polka dots made of cream,” she said.
The cafe is scheduled to be open from April 2024 to the end of June 2024.
“With the café pop-up, we are testing a new lifestyle concept for the brand that provides a joyful experience and inspires an emotional connection with the brand’s fans,” she said. She added, “There is nothing immediate yet. There are plans to open a café in the area.” Mall of the Emirates; however, we are testing this new lifestyle concept for the brand and potentially build on it and provide other areas. “
Fraser said Bloomingdale’s was a natural partner because of the brand’s strong global ties to the retailer and the fact that “The Dubai Mall was named the ‘most visited place on Earth’ in 2023.”
“Opening a unique Kate Spade lifestyle experience provides the opportunity to expand our presence in a city full of energy, culture and conversation.”
The executive confirmed that the Dubai Mall store, which features a new retail concept, is the first of more Kate Spade stores planned to open in the UAE throughout 2025.
In March, sister brand Coach opened its first hotel venture, a permanently branded restaurant and cafe in the Indonesian capital’s Grand Indonesia Mall.
Coach restaurants and Coach Cafés are deeply woven into the brand’s codes; think glove-tanned leather menu covers, napkin cuffs, placemats and waiter aprons with floral embellished flatware that accentuate a New York steakhouse vibe, complete with leather banquettes and A life-size New York City taxi cab mounted on the ceiling.
The Coach Café next door recreates the style of a New York corner store, offering typical snacks such as pizza and soft-serve ice cream. It will debut store mascot Lil Miss Jo, a coffee mug inspired by classic restaurant imagery. Coach creative director Stuart Vevers collaborated with Studio Sofield designer and president William Sofield to design the spaces.
These dining venues are the first in a series of additional dining experiences the brand will launch in 2024 and beyond. The hospitality company further expands a platform where “customers express themselves through emotional stories based on its brand purpose of ‘Being True'” while hotel destinations build on the success of its customized interactions, according to a company release superior. “Coach Play” store.
“Not only does this mark our fullest expression of hospitality to date, it also embodies our intention to create immersive experiences for our guests. The experiences we designed for Grand Indonesia are inspired by our hometown of New York City, and The spirit that drives us at Coach today. Everything we do,” Todd Kahn, Coach CEO and brand president, said in a statement.
The Coach Coffee Shop concept will continue to roll out across multiple locations, with the upcoming launch of immersive and highly localized Coach Play pop-ups in Japan and Malaysia.
The Coach Tabby Shop will also launch globally in Australia and Asia in Spring 2024.
Founded in New York in 1941, Coach has maintained a strong image of being closely tied to New York. For luxury goods and its aspirational shoppers, having a New York experience halfway around the world is a requirement.
“Luxury brands have been focusing on food and drink in recent years. We haven’t seen more brands at this level doing the same. It’s a great way to connect with customers and give them a reason to come into the store,” Robert said Robert Burke, founder and CEO of Burke Associates.
“Middle Eastern customers crave this kind of experience (no pun intended), which provides them with a comprehensive brand design experience, enhances the brand image and gives them another reason to connect. Coach has a large following in Jakarta,” It’s an emerging market. They appreciate these concepts more than big cities, which tend to be more jaded,” Burke continued.
He also noted that Ralph’s Coffee has been a huge success even in its home state. There’s no debate, though Coach or even Kate Spade New York might have to channel something other than New York nostalgia to bring the concept to Manhattan and/or its surrounding boroughs.
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