Everlane Room Service Everlane Room Service
The Story of Things campaign from Scotch & Soda and Airbnb, Amsterdam The Story of Things campaign from Scotch & Soda and Airbnb, Amsterdam
Mini Fashion Bar by Pimkie at Banks Boutique Hotel, Antwerp Mini Fashion Bar by Pimkie at Banks Boutique Hotel, Antwerp
Everlane Room Service Everlane Room Service

Preview: Room Service Retail

01 : 02 : 2016 Virgin Hotels : Everlane : Gap

Global – Hotel fashion sales are making a comeback – but with a twist.

  • Hotels are increasingly used by mid-market brands to offer intimate collection previews
  • This appeals to the New Bricolage Consumer, a globetrotting traveller who is short of time

There is nothing worse than arriving at a destination and realising you have forgotten a key piece of clothing. Now hospitality and retail are converging with concierge services such as Virgin Hotels’ Lucy, which enables guests to order Gap’s basics direct to their hotel room. 

Others, such as Everlane, are bringing back the idea of a hotel trunk show, by inviting customers to hotel suites to try on the latest products in a more intimate, personalised setting. 

‘Travellers invest in high-end hotels as much as designer handbags and clever hoteliers are combining both transactions into one concierge service partnership,’ expains fashion and retail analyst Alison Farrington.

The Big Picture

For more on the convergence of retail and hospitality, see our latest microtrend, Room Service Retail.

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