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Added 28 March, 2014

Fashion brands extend further into hospitality with Miami Beach conversion

Hard on the heels of an announcement by the designer Karl Lagerfeld that he is lending his name to a new luxury hotel in Macau, the fashion designer Tommy Hilfiger has said that he too is creating a fancy hotel, this one in South Miami Beach. Hilfiger and his partners are said to be putting up to $100 million into the purchase and renovation of a classic, 105-room Art Deco property they hope will be the first in a collection of Hilfiger Hospitality hotels. Fashion brands have long seen themselves as lifestyle brands, meaning that their customers are not just buying a product, but buying into the sensibilities of a perceived lifestyle. Who, exactly those would-be Hilfiger types are is yet to be seen, but the designer's move into high-end hospitality fits squarely into a trend that is now moving quickly.

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