Fashion and gastronomy: big brands expand into the gastronomic sector

In recent years, an interesting phenomenon has taken over the world of fashion brands: the fusion between the fashion and gastronomic universes. Several brands, especially luxury ones, are investing in coffee shops, bars and restaurants as a way to expand their branding strategies and create immersive experiences for their customers.

The idea behind this strategy is simple: to provide consumers with a more accessible way to experience the brand, without the need to purchase a high-value product, but still being a gateway for future consumers of luxury items. This experience allows people to interact with the brand in a more personal and direct way, feeling immersed in the brand's universe, which creates an emotional bond and increases brand loyalty.

Examples of fashion brands in the gastronomic sector:

Image/reproduction: Bege Alain Ducasse

• Chanel: The famous French fashion house has opened the Chanel Café in Tokyo, a place that offers dishes and drinks inspired by the luxury and elegance of the brand. The café offers an experience that evokes the brand's sophistication, without the need for a large investment.

Image/reproduction: Restaurant Monsieur Dior

• Dior: The brand also invested in a gastronomic strategy with the opening of the Dior Café. Located in several cities, such as Tokyo and Paris, the restaurant provides customers with an experience aligned with Dior's refined aesthetic, in addition to showcasing its product line.

Image/reproduction: Restaurant Sugalabo V

• Louis Vuitton: Luxury brand Louis Vuitton has opened the Sugalabo V Restaurant in Paris, offering a gastronomic experience that not only complements the shopping experience but also aims to draw consumers into the brand’s universe by offering a stylish and unique environment.

As fashion brands expand into the gastronomy sector, important legal issues arise that companies need to consider. Fashion law goes beyond the traditional intellectual property issues related to clothing and accessories. In this new context, brands need to ensure that the protection of their gastronomic creations, including interior designs and exclusive menus, is aligned with intellectual property laws, such as trademark registration and copyright.

In addition, expanding into the gastronomy market involves a number of other legal aspects, such as licensing agreements, franchise management, health and food safety regulations, and protection against unfair competition.

These luxury brands are using gastronomy as a strategy to expand their presence and strengthen their positioning in the market. However, it is essential that they are aware of the legal implications when adopting this type of expansion to ensure that their creations and the experience of their customers are well protected.

The combination of fashion and gastronomy is not just a trend, but a way for brands to connect with their customers on a deeper level, creating unforgettable experiences. For those working in fashion law, this phenomenon presents new opportunities to apply the law in creative and innovative ways, ensuring that brands make the most of their potential in the market.