Fashion Brands Stir Up Coffee Culture in China

Fashion Brands Stir Up Coffee Culture in China

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.

Read the full article here.