In an effort to appeal to young, affluent consumers, luxury fashion brands in China are blending the worlds of high-end shopping and specialty coffee. These brands, including Dior, Ralph Lauren, and Burberry, have opened coffee shops within their stores to attract the demographic that comprises 66% of China’s coffee drinkers—Gen Z and millennials. This strategy not only aims to diversify the customer base during economic downturns but also seeks to enhance the in-store experience amidst the rise of online shopping. The move by luxury brands to offer a café experience is less about entering the coffee industry and more about creating a luxurious and accessible lifestyle space that encourages consumers to engage with the brand in a personal and immersive setting.
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