Haute Couture Hotels: A Systematic Review on the Practice of Brand Extension by Luxury Fashion Labels into the Hospitality Industry

Luxury brands have long recognized the potential of expanding their reach beyond traditional product lines. Brand extension into the hospitality industry allows them to offer their customers a complete luxury lifestyle experience, increasing brand loyalty and attracting new consumers. One prime example of this trend is the Italian luxury brand Bulgari. They have successfully entered the hospitality industry with hotels in major cities such as Milan, London, and Bali. The hotels are designed with the same attention to detail and craftsmanship that is evident in their fashion collections. This extension has allowed Bulgari to tap into a new market of affluent travelers seeking luxurious and unique experiences. Overall, the trend of luxury brands entering the hospitality industry is a strategic move to increase market share and brand loyalty by offering a complete luxury lifestyle experience to customers. By maintaining the same level of quality and attention to detail in their hotels as they do in their products, luxury brands can continue to expand their reach and remain relevant in an ever-changing market. Due to this, the study examines different cases of brand extension into the hospitality industry by luxury fashion labels, along with their rationales and distinctions.