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Will Fashion’s Bet on Food and Beverage Pay Off?

In China, branded cafes, bars and restaurants are a marketing sweet spot for luxury players like Burberry, Cartier and Tiffany but navigating an unfamiliar sector amid strict lockdowns isn’t easy.
Products from Tiffany Co.'s cafe, including tea cups, travel cups and a tea pot.
Since Tiffany & Co. opened its Blue Box Cafe in Shanghai in 2019, luxury brand eateries have mushroomed across China despite the challenges of 'zero-Covid' restrictions. (Instagram @tiffanyandco)
By
  • Elizabeth Beattie
BoF PROFESSIONAL

When Tiffany & Co.’s Blue Box Cafe opened in Shanghai in 2019, local media reported there was a six-month waiting list, as would-be customers jockeyed for their spot inside. In carefully choreographed photographs across social media captioned “Breakfast at Tiffany’s,” smiling influencers and fans posed with robin-egg-blue cocktails and patisserie in the form of jewellery boxes.

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