The aspirational shopper, once a core target demographic for high-end brands, seems to be in a state of flux. As the traditional luxury market contends with price hikes and changing spending patterns, an interesting trend is emerging — an uptick in the travel sector. For decades, luxury brands have coveted the aspirational shopper, a consumer who may not have the financial means to consistently purchase their products but seeks to associate with the allure, prestige, and lifestyle these brands represent. Aspirational shoppers often make calculated purchases, investing in a statement piece or an accessory that provides a taste of luxury. However, the current climate of inflation has introduced new complexities into this equation. Rising prices across various sectors have made traditional luxury purchases more daunting for the aspirational shopper

When guests check in to a luxury hotel, they expect to enjoy ultimate comfort, exceptional customer service, access to high-end amenities and facilities, and the chance to indulge in a unique and exclusive experience. These factors make up the customer experience brands want. Hotels of all categories have been striving to enhance their guests’ experiences by adding a touch of luxury, and one of the most tangible aspects of this is through toiletries. These products not only serve as amenities for guests to use during their stay, but they also often become coveted souvenirs that guests take home with them. As a result, brands are increasingly interested in participating in the hotel guest experience, as it provides additional exposure and reach, creating connections with guests they may not have otherwise had the chance to engage with. Partnering with hotels becomes even more enticing for brands because it increases the likelihood of their products being tested by guests, which can boost brand consideration levels

Vivrelle, the membership club for borrowing designer handbags, has partnered with online retailer Shopbop to make luxury accessories more accessible to consumers.