Fashion’s Latest Obsession: The Grocery Store
The Business of Fashion Podcast

Fashion’s Latest Obsession: The Grocery Store

B2Upper-intermediateSeptember 24, 202622 min
  • Interview
  • Business & money

Fashion brands have long used cafes, restaurants and hospitality to sell a broader lifestyle. Increasingly, they’re looking to a less obvious partner: the gourmet grocery store. From branded smoothies and limited-edition tote bags to run clubs, labels are tapping destinations such as Erewhon, Happier Grocery and Meadow Lane to reach consumers in the course of their everyday routines. The draw is clear: these spaces sit at the intersection of food, wellness and community, while offering a highly-sensory environment for brand storytelling. But as more labels pile in, the challenge is making sure these collaborations amount to more than an...

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Fashion brands have long used cafes, restaurants, and hospitality to sell a broader lifestyle.

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From branded smoothies and limited edition tote bags to run clubs and full-scale market

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0:00

Hello and welcome to the Debris from the Business of Fashion where each week we delve into our most popular BOF professional stories with the correspondents who created them. I'm Senior Correspondent Sheena Butler Young. Fashion brands have long used cafes, restaurants, and hospitality to sell a broader lifestyle.

0:27

Now they are turning to a slightly less expected partner, the Gourmet Grocery Store. From branded smoothies and limited edition tote bags to run clubs and full-scale market takeovers, labels are using destinations such as Air One, Happier Grocery, and Meadow Lane to enter customers' everyday routines.

0:45

And the appeal makes sense. These stores combine food, wellness, and community in a highly sensory aspirational space. But as more brands adopt the format, there's a risk that these collaborations become little more than an expensive photo op.

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