Fashion’s New Obsession: Partnerships With Hospitality Brands

Glossy magazines and digital marketing can’t always deliver the connections that luxury brands want to foster with their top customers. Physical hospitality experiences are where we’re seeing the most creativity.

We're seeing the writing on the wall for high-end luxury magazines. Recent issues look thin and titles like Vanity Fair are anemic shadows of their Graydon Carter heyday. These publications are no longer moving the needle for their luxury clients and advertisers. What's more, some digital marketing isn't working for the highest end customers who matter most. According to McKinsey, just 2-4% of the global luxury customer base drives approximately 40% of market spend (and most of the projected growth). But digital ads increasingly fail to connect with these top-tier customers. While it might work well for mass luxury, the sludge and maw of digital marketing in some ways represents the antithesis of exclusivity. When everyone sees the same content, the mystique evaporates.

Enter hospitality: luxury's new battleground.

Physical hospitality experiences solve the digital dilemma. They're inherently limited by space, time, and access. They