Prada, Burberry and Tod’s were, in 2014, the latest fashion brands to enter the business Food & Beverage, joining Armani, Roberto Cavalli, Ralph Lauren, Gucci, Dolce & Gabbana, Salvatore Ferragamo, DSQUARED2, Marc Jacobs – who already have opened successful restaurants, bars and lounges.
Brand of luxury fashion pioneer in the food & beverage business, Armani launched its first Emporio Armani Café in Milan in 2003, followed by a dozen other international fora, most of them part of the Emporio Armani concept store, which is followed the concept dell’Armani / PRIVE nightclub, born in his two hotels in Dubai and Milan.
Armani was followed by Roberto Cavalli, who launched his business Cavalli Cafe 3 years later. Today Roberto Cavalli operates through a joint venture based in Dubai, Pragma Group, the most complex offer of big international luxury fashion brand: Just Cavalli Café (Milan), Roberto Cavalli Café (Milan, Florence, New Delhi, St Tropez, Beirut ), Roberto Cavalli Restaurant (Miami, Ibiza), Roberto Cavalli Club (Dubai, Ibiza).
In 2006, Dolce & Gabbana launched its Dolce & Gabbana Gold Restaurant in Milan, followed shortly by a Dolce & Gabbana Martini Bar, also in Milan. Even Gucci launched Gucci Coffee in Seoul in 2013, followed by a Gucci American Bar at its flagship store for men in Milan, in the Brera district. Gucci also runs a bar at the Gucci Museum, the Museum Gucci in Florence, Italy.
Ralph Lauren in 2014 has expanded its existing restaurant business in Paris and New York with a Polo Cafe opened in Polo flagship store in New York, and has given rise to sophisticated Ralph Lauren Bar inside the flagship store in Hong Kong man .
For 2015 the trend that is emerging appears to be clear: fashion fashion food and strengthen their synergy, as the food seems to be the lever needed to strengthen the brand awareness of the luxury brand.