With summer 2024 in full swing, many members of your luxury brand’s target audience may already be taking advantage of the abundant sunshine by travelling to exotic overseas settings.

Many iconic names in the luxury, lifestyle, and fashion spaces have already anticipated this trend, and recently opened a number of retail outlets across popular tourist destinations.

Here are just a few examples of what those big players are doing. You could even take inspiration from these companies’ activities when you make Skywire London your choice of luxury brands marketing agency. 

Summer: an ideal season for the style-conscious to unleash their creativity 

It is easy to see why so many fashion-forward people are keen to go on holiday in the midst of summer. After all, the higher temperatures present ideal opportunities for them to partake in fashion trends that wouldn’t always be practical during colder seasons. 

For example, fashion-conscious folk can leave their bulky coats at home in favour of sheer white fabrics and “business casual” attire. The latter is perhaps a hangover from pandemic times, when plenty of us were working from home and only really needed a smart appearance for Zoom calls. 

However, these people evidently aren’t only sporting stylish clothing while abroad; they are buying it there, too. In 2021, the luxury travel industry’s global market value stood at $1.2 trillion, according to Deloitte — a figure forecast to potentially rise by 7.6% per annum until 2030. 

Boutiques are popping up left, right and centre post-pandemic

As revealed by the real estate services company Savills, openings of permanent boutiques in holiday resorts doubled between 2022 and 2023 — in other words, at nearly four times the average worldwide rate before the COVID-19 crisis struck.

If you will be embarking on a summer holiday yourself this year, you might spot a fair few of these boutiques and the fine jewellery and watches they tend to have on display.

Consider the example of Chanel’s Première and J12 watches currently being showcased at the Bodrum-located Mandarin Oriental hotel. Meanwhile, one can see Dior’s Dioriviera collection at the Nammos beach club in the southern French city of Cannes.

Independent designers are getting in on the act, too

Dolce & Gabbana is another big name to have cemented its presence in resort areas — in this instance, the Mediterranean island of Sardinia, the Sicilian commune of Taormina, the Costa del Sol town of Marbella, and the coastal settlement of Saint-Tropez in southern France. 

These locations are home to “not just holiday resorts but real status symbols,” Dolce & Gabbana chief executive Alfonso Dolce has explained, adding: “So it is essential for us to be present with all categories — not just with clothing, but also and above all, with jewellery and watches.”

Nonetheless, with independent designers — like the Athens-based jewellers Lito Karakostanoglou and Nikos Koulis — having also opened resort pop-ups, there may be scope for smaller brands to tap into an international tourist clientele through similar strategies.

Our luxury brands marketing agency can help you explore the possibilities for more effectively promoting your organisation, ethos, and products, thereby powering the growth of your business. To get started, why not enquire to our creative, digital, and strategic experts today?

Photo by S O C I A L . C U T on Unsplash