Spas and wellness have created a 5th retail season!
This observation was shared by Ed Burstell, the Senior VP of General Merchandise for Bergdorf Goodman at an event that I attended last Thursday evening. He was part of a panel for the Luxury Marketing Council, a group that meets regularly to share insights on marketing to the luxury consumer. The panel was entitled “The Impact of Spa & Wellness on the Luxury Market”.
I thought Ed’s point was fascinating. Luxury retailers such as Bergdorf Goodman have found that their spring, summer, fall, and winter fashion seasons now have a new sibling. Resort wear (formerly a short segment squeezed between winter and spring including a few outfits to wear on a cruise) has now blossomed into a season unto itself. As Ed mentioned, interest in spa and wellness vacations has created a robust resort season that affects virtually every retail department! Traditional buying and selling cycles for retailers and consumers are changing to accommodate the spa and wellness lifestyle that people are adopting both at home and when they travel. This means workout clothes, casual clothes to wear to the spa and at the spa, evening resort wear, jewelry, handbags, shoes, hats, swimwear, etc.
An exciting development. Now, if we can just get retailers to understand that we spa enthusiasts consider the “spa season” to be year round!
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