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There’s something disturbingly compelling about exclusivity.
It’s a branding concept that’s been around since the dawn of
marketing and has found favour in many sectors, most notably real
estate, automotive, tourism and, of course, fashion. Recently,
however, the concept has been subject to very loose interpretation,
with retail marketers in particular embracing the trend of
democratising luxury and making it available to the masses. From
valet service in shopping centre car parks to mall stylists,
customer service has taken on a distinctively upscale air. Yet the
gimmick only really works in the context of consistent branding.
The very posh Berkeley hotel in London’s Knightsbridge area has come
up with a marketing scheme that exemplifies exclusivity done right.
With its A-list clientele, The Berkeley regularly welcomes guests to
its famed Caramel Room for light meals, drinks and the traditional
afternoon tea. But instead of remaining one of many possible London
venues for the British ritual, The Berkeley‘s marketers came up with
an innovative idea: Prêt-à-Portea, which the hotel calls “The
Fashionista’s Afternoon Tea.”
For £31 (45 euros) per person, guests can enjoy cakes and pastries
that were inspired by every fashion season’s catwalk designs—from a
Clements Ribeiro opera cake to a Dolce & Gabbana tropical eclair,
all served on Paul Smith fine bone china. The hotel also serves a
selection of teas and savouries in “miniature mouthfuls for the
figure conscious.”
This
Prêt-à Portea concept is just screaming for a fashion-oriented
shopping centre’s fundraising gala. Involve your fine dining
merchants, your fashion shop managers, the local culinary school and
let the creations begin.
Myriam Beaugé
Editor in Chief