Everyone has a brand nowadays, whether it’s a luxury line or a celebrity.
These have stepped into the F&B industry and made their mark.
Luxury brands have gained momentum in recent years, as fashion houses such as Ralph Lauren, Gucci, Dior and more have expanded their business beyond luxury goods. These brands are leveraging their brand reputation and loyal customer base to capture the attention of food lovers worldwide.
- Ralph’s Coffee
Best known for the menswear line “Polo” and its preppy designs, Ralph Lauren has made a name for himself as a brand whose clothes advertise a lifestyle for those always on the move — like Lauren himself — to make the American dream come true. Launching a coffee line seemed unexpected, but according to him: “Ralph’s Coffee Shop [is] a space where people could come together and take a break from their busy days.” - Gucci Osteria
Can’t afford a Gucci handbag? A Gucci burger may be just for you. Gucci’s restaurant and collaboration with chef Massimo Bottura has “always been [about capturing] the heritage of Italian cuisine”. Less about offering a lifestyle or dream, but on a value that both the company and chef share — patriotism and sharing what Italy has to offer with the rest of the world. - Café Dior
Christian Dior aimed to “bring out the beauty in women”, so the brand’s style always leaned more towards classic, elegant designs.The brand’s cafe, and its restaurant Monsieur Dior, bring together Dior’s appreciation for aesthetics and passion for cooking. The restaurant is inspired by French heritage and even Dior’s very own cookbook.
Luxury brands know that what they offer is not accessible to everyone — taking a step into the F&B industry caters the needs of their existing customers while reaching into new markets. Their success cannot be sustained on clout alone: aside from the logo-branded pastries, these businesses are still ‘on-brand’ in terms of company values or lifestyle.
The fusion of fashion and food is an interesting combination that does not seem to die down anytime soon, but its success has made one thing clear: consumers go wild for food with powerful branding.
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