Luxury hotels are investing more in merchandise, whether it's a branded pink and green $218 nylon tote from the Beverly Hills Hotel, an $88 baseball cap from Le Bristol Paris or even $770 silk pajamas from the Peninsula London.
It is making consumers feel like they will somehow join the club if they buy a product branded by a luxury hotel. These fashionable accessories function the same way a concert T-shirt does: It reminds you of a fun time while also signaling your status-symbol values.
Wearing swag from a beloved property had suddenly become the hottest fashion flex. Long after the Instagram stories from that epic European summer vacation have faded, the merchandise will keep telling everyone that you've been to a top hotel—or at least bought the T-shirt.
Commuters were also carrying bags from the One&Only and the Newt in Somerset. This trend shows that luxury hotel merchandise is being embraced in urban environments, extending beyond vacations.
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