{"id":523313,"date":"2025-07-31T17:58:51","date_gmt":"2025-07-31T15:58:51","guid":{"rendered":"https:\/\/highxtar.com\/que-sentido-tiene-que-las-marcas-de-lujo-abran-sus-propios-beach-clubs\/"},"modified":"2025-07-31T18:01:27","modified_gmt":"2025-07-31T16:01:27","slug":"what-is-the-point-of-luxury-brands-opening-their-own-beach-clubs","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/what-is-the-point-of-luxury-brands-opening-their-own-beach-clubs\/","title":{"rendered":"What is the point of luxury brands opening their own beach clubs?"},"content":{"rendered":"\n

Luxury beach clubs are not an eccentricity, but rather a strategic move that makes perfect sense. The reason? Summer is a perfect setting to display power, visibility and desire. And brands know it.<\/p>\n\n\n\n

Think of the Dior, Gucci or Jacquemus customer. He doesn’t just want a shirt, he wants a life. And in that life, there is an idea of escape, of exclusivity, of belonging to an aesthetic environment where even the detox juice matches the toile de Jouy print. And not only for belonging to a certain aesthetic environment, but also to a very specific social layer.<\/p>\n\n\n\n

Beach clubs are ephemeral temples of aspirational lifestyle. Dior doesn’t sell you a swimsuit, it sells you the Riviera in private club format. <\/strong>And this is not a metaphor: the French maison has been transforming Shellona Beach in Saint-Barth and Saint-Tropez into a solar showroom for its Dior Riviera<\/strong> collection for years. Sun loungers, umbrellas, staff uniforms… everything speaks the language of toile de Jouy. Everything is \u201cbranded\u201d.<\/p>\n\n\n\n

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A post shared by JACQUEMUS (@jacquemus)<\/a><\/p><\/div><\/blockquote>