"It's a trend that experts are calling “resortcore”: wearing a garment or accessory embroidered with the insignia of a luxury hotel. While this is not a new trend, in recent months it has become all the rage, radically transforming classic hotel merchandising.
“Over the years, hotels have come to understand the benefits of collaborating with fashion brands. They go beyond classic hospitality and become part of a lifestyle universe. This allows them to remain culturally relevant, to make their brand shine, and to capture a younger, more engaged audience,” explained Eva Nineuil, CCO at The Madison Melle Agency, in Los Angeles
""The Millenials and Gen-Z generations are looking for aesthetics, narrative and identity through what they consume. And all hotel merchandising makes accessible a universe that generally remains out of reach. Many don't have the budget to spend a night at the Ritz or the Beverly Hills Hotel, but can afford a limited-edition cap and hoodie.”