Gap x Virgin: Retail Room Service
US fashion retailer Gap has teamed up with British multinational conglomerate Virgin's Chicago hotel to provide guests with an option to have its products speed-delivered to their rooms.
Hotel guests can access Gap's e-commerce site via Lucy – Virgin Hotels' free mobile concierge app (which also allows users to control their room's thermostat, book spa treatments and chat to other guests) or by visiting the hotel's website. They can then order items from two of Gap's Chicago stores (Michigan Avenue and State Street) and have them delivered by the hotel's concierge straight to their rooms within three hours. If the items don't fit, consumers can simply leave them in their closet for return.
"Travelling can be full of unexpected surprises," said Tricia Nichols, global lead of consumer engagement and partnerships for Gap. "You could come to Chicago not prepared for the weather, or maybe lose your luggage."
It's not the first time Gap has partnered with the hotel chain; all male employees staffing the same hotel's Commons Club – its members' club-style bar and lounge – wear Gap jeans.
For more examples of brand partnerships merging retail with other sectors, see Trans-Industry Collaborations – part of our Anywhere Retailing Industry Trend, Hybrid Retailing – part of our Future of the Store Industry Trend, Retailer-Restaurants and The New Branded Hotel. For more on retail-hotel collaborations, see Hotel-Retail Hook-Ups and Elevating Eyewear.
For more on the rise of concierge culture within the retail landscape, see Value-Added Retail – part of our New-Era Luxury Macro Trend, Harness the Hunt: New Search Tools and Operator App Taps Concierge Culture. See also Responsive Hotels, Next-Gen Concierge and The Westin Copley and New Balance case study in The Streamlined Sell.