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Fashion Flirts With Hotels to Bring Chinese Travelers New Shopping Experiences

Many luxury retailers are upping their efforts to reach this lucrative market. For some, this means exploring new points of sale in a space of utmost convenience: the  luxury hotel . Fashion and hotel collaborations are nothing new, of course, but as the industries continue to strive for more meaningful, cultural, and engaging experiences, the two categories are beginning to become more intertwined, more creative, and a more obvious avenue for brands. From a pop-up boutique with a themed high tea—Beijing’s  Rosewood hotel  and high-end handbag brand  Delvaux —to a room package that comes with the loan of a sports car, these partnerships give consumers a new opportunity for interacting with a product and give the brand another outlet for reaching a new customer base. Luxury hotels are proving to be fertile ground for partnerships with luxury brands in the Chinese market “Traveling in style is very hot worldwide at the moment, especially for China’s young generation…Travelers are spending a good amount of time in their hotel, and the environment is providing great opportunities for retail,” Chinese designer Yang Du tells Jing Daily. In recent months, she has been exploring this avenue with a pop-up shop at London’s  South Kensington Gallery  in The Exhibitionist Hotel, where she sells a selection of her playful clothing and accessories. “The essence of my experience in working with a hotel is getting direct feedback from my customers and understanding the market needs on luxury travel products,” she says. For Yang Du, her sales at South Kensington Gallery, which attracts both international travelers as well as Chinese art and design students studying in the UK, was a natural next step after she began collaborating with accessories brand JUMA at the Four Seasons in Shanghai. For that partnership, she participates with a smaller selection of products as part of their bigger, multi-brand display. JUMA, however, didn’t simply stop at pop-up stores. JUMA now has a permanent boutique in the lobby of Four Seasons Tianjin where they will be launching their shoe collection this fall. The brand’s founders Jamil and Alia Juma also began designing soft furnishings for the hotel rooms and spa, including pillows, curtains, and bed throws featuring their signature digital prints and custom textiles.

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