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Brief Published: 1 Sep 2011

Fred Segal’s Hotel Lending Library

Extra

In the latest example of the growing trend for fashion-hotel-retail collaborations (see our report: Retail/Hotel Hook-Ups – Trans-Industry Brand Matching), Fred Segal and the Loews Beach Hotel in California are taking the concept to a whole new level.

The hotel has just debuted the Fred Segal Lending Library, which allows hotel guests to borrow jewellery, handbags, sunglasses and other accessories from the iconic fashion retailer – almost 50 items in total. At the moment, the service is reserved for guests staying in suites – in other words, the hotel’s top tier of spenders. But it could be rolled out to other guests if it proves popular.

The brand-match makes good business sense, catering for guests who may have forgotten essentials or need last-minute fashion fixes. But it also supports the continued success of fashion and accessories hire sites and stores, such as La Fabrique de Lunettes in Paris, where customers can borrow designer sunglasses, and the successful handbag hire website, Bag, Borrow, Steal.

Loews Hotel

Fred Segal

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