SELLING THE DREAM, NOT THE DESTINATION

Four Seasons’ sleepwear collection

Luxury travel brands are strategically broadening their influence by offering exclusive merchandise, exemplified by initiatives such as Four Seasons’ branded sleepwear and the highly publicized Jacquemus Air France collaboration. A key element of these strategies is often tying access to these coveted items with first-class travel experiences. This exclusivity effectively transforms the merchandise into highly desirable possessions, leveraging the inherent status associated with premium travel and deeply resonating with consumers who aspire to project an image of refined leisure and discerning taste.

For brands like Jacquemus, this approach holds particular appeal for a Gen Z audience. The allure of obtaining exclusive merchandise, coupled with the potential for social media visibility and the desire to showcase a luxurious lifestyle, provides a compelling incentive to experience premium travel offerings. In this context, these exclusive items transcend their functional purpose, evolving into powerful marketing tools that drive brand engagement and reinforce the aspirational image of both the travel brand and the collaborating designer.