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C Story / Angela Eyla Cassisi

A Cup of Café & sales Tiffany, where you can have a first-hand third of China’s total consumers, were
Like famous The Blue Box Café by
responsible for an uptick in the Chi-
nese market to 142 billion RMB in
breakfast at Tiffany’s experience. An-
Fine-dining experiences also
make for good social media other great example is famous Chanel sales in 2017, about 20 per cent high-
High Fashion these spaces popular. There Café, which took over the popular Aunn survey by Bain & Company.
expansion in Shanghai in 2017: Coco
er than the year before, based on a
moments, which helps make
Cafe & Co. for 12 days, was less about
is a reluctance to use the
As an eatery, café or hotel ap-
café to drive sales.
caffeine addiction and more for fashion
addicts, as it was purely a promotional pealing to your target customer by
offering a space where people can
stunt for Chanel’s latest beauty prod- congregate and potentially, even pas-
ucts, namely ROUGE COCO GLOSS. sively, interact with like-minded peo-
The secrets of how to be success- ple provides a 360° brand experience,
ful on the Asian markets still remain builds a sense of belonging and helps
a mystery to many, what is, on the increase brand awareness.
other hand, very obvious, is that you Louis Vuitton’s Le Café V did
won’t be able to succeed unless you it just right: located at the Maison’s
approach those markets with a brutal- new flagship store in Osaka, was
ly open and flexible mindset. opened in partnership with cele-
China’s annual spending last brated Japanese chef Yosuke Suga.
year was over 500 billion RMB The French brand has put aside its
(7.4 billion USD) and represents al- Nouvelle cousins pride and decided to
most a third of the global luxury rely on one of the country’s most cele-
D esigning a coffee shop or Luxurious sense of belonging report. Millennials, who make up one- the Japanese soil.
brated chefs to help boost its eatery on
market, according to Mckinsey’s 2017
a restaurant isn’t just
about getting the right
Over the past couple of years,
look or serving the best the phenomenon of luxury labels
coffee. It’s about creating an experi- venturing into F&B sector has spread
ence which not only shouts about the to major cities around the world and
prestige of your coffee, and how that especially in Asia, with Chinese main-
makes people feel good, but also an land and Hong Kong being two of the
experience which gives a double-shot most penetrated markets, at 89% and
boost to your brand. 81% respectively.
In the modern realm of retail, the
lines that define what is expected from
brands have blurred. Brands are now
looking to get customers talking and
Instagramming to stay atop their minds
by expanding past their associated
categories and venturing into spaces
they have not previously occupied.
Opening an eatery has become a
popular way for brands to provide an
immersive experience for loyal cus-
tomers and to introduce themselves Photo / melnychuk nataliya
to new, maybe more shy ones. Yet, are
these efforts anything more than a mix
between modern marketing and van-
ity, or do they actually have the po-
tential to devalue a brand image?

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