What Happens When Luxury Brands Open Cafés

최근 패션 브랜드가 카페를 운영하는 사례가 늘어나고 있습니다. 이러한 카페는 단순히 커피를 제공하는 공간을 넘어서, 브랜드의 철학과 정체성을 오감을 통해 경험할 수 있는 특별한 장소로 자리 잡고 있습니다. 젊은 세대에게 브랜드 카페는 패션과 라이프스타일을 접할 수 있는 문화 복합체로 발전하고 있으며, 이는 소비자와 브랜드 간의 관계를 더욱 돈독히 하는 데 기여하고 있습니다. 이제 구체적인 방법을 아래에서 확인해 보도록 하겠습니다.

When a fashion brand opens a café, it creates an experience that goes beyond just a cup of coffee. For the younger generation, brand cafés are evolving into spaces where they can experience the symbolism of fashion and lifestyle through all five senses, as well as a cultural complex where they can naturally engage with the brand’s philosophy and identity.

Why Open a Brand Café?

• Expansion of Brand Experience: Fashion brands extend their emotions and identity beyond clothing through cafés, incorporating space, gastronomy, and service.
• Strengthening Fandom and Loyalty: Brand fans visit regularly, enhancing their connection with the brand and making it more approachable for new customers.
• Evolving into a Cultural Complex: Beyond just a café, it develops into a space for various cultural experiences such as exhibitions, merchandise sales, and collaborations with flagship stores.
• SNS Hotspot: With its stylish interior, unique menu, and merchandise, it becomes a topic of discussion on social media, naturally providing brand promotion benefits.

Examples of Actual Brand Cafés

 

Zara Café (자카페)

Opened within Zara’s flagship store in Myeongdong, this café features an interior that blends tradition and modernity, with Korean-inspired menu items like suji and latte and monaka. It offers a shopping and relaxation experience integrated with Zara’s fashion store.

Ralph’s Coffee (랄프스 커피)

Operated by Polo Ralph Lauren, the café in Garosu-gil is popular for its classic brand sensibility, sophisticated interior, signature coffee, and desserts. Signature menu: Ralph’s Roast Drip Coffee, Uji Matcha Latte, Chocolate Brownie, etc.

Café Kitsuné (카페 키츠네)

A café that embodies the sensibility of Maison Kitsuné, available in locations such as Garosu-gil and Hyundai Department Store in Pangyo. You can fully experience the brand’s essence with fox cookies, signature lattes, and merchandise.

Gelato Pique Café (피케카페)

A dessert café operated by Gelato Pique in Hannam-dong, featuring sweet menu items like gelato and crepes, along with a charming space.

Café A.P.C. (카페 아페쎄)

A café presented by the French brand A.P.C. in locations like Dongtan Lotte Department Store, characterized by minimal design, French sensibility, and a variety of desserts.

Café Maradan (카페 마당) (Hermès)

Located in the basement of the Hermès Dosan Park flagship store, this café features all tableware and dishware made by Hermès, offering meals and desserts prepared by chefs from hotels.

ARKET Café (아르켓 카페)

A café operated by the Nordic lifestyle brand ARKET, part of the H&M Group, located on the second floor of the Sinsa-dong flagship store, featuring sustainable ingredients, healthy recipes, and vegan menus.

How Brand Cafés are Changing Consumer Culture

• Visiting cafés becomes a brand experience, naturally expanding brand fandom.
• Consumers experience the brand’s aesthetics and philosophy through all five senses, shifting from simple consumption to valuing ‘experience’ and ‘space’ in their lifestyle.
• Establishing itself as a ‘hot place’ that people want to showcase on social media, bringing brands closer to the daily lives of the younger generation.

Fashion brand cafés serve as a point of contact where “for the price of a slice of cake or a cup of coffee, one can experience the value and philosophy of the brand, enhancing brand loyalty and awareness.”

Conclusion

When luxury brands create cafés, these spaces evolve into cultural platforms where brands and consumers communicate and connect, going beyond simple beverage sales. This unique experience, blending fashion, gastronomy, and space design, will continue to connect more brands and consumers in the future.