In the post-COVID era, fashion brands are creating immersive experiences through IRL (in-real-life) activations, cafes, and restaurants. These physical settings foster a sense of community, providing a “closed club” environment that reinforces the brand’s identity and creates a cult following. By offering exclusive experiences, high-fashion labels can entice consumers and encourage repeat business. By incorporating tastes and scents, these environments can tantalize the senses, making them more memorable and increasing the likelihood of return visits. This diversification allows brands to engage with customers in new ways, creating a more immersive and loyal connection.
