More fashion brands are opening F&B establishments here — here’s why

Beware: Lunch at the recently opened Avenue on 3 Cafe could inadvertently get a lot pricier. This is not due to hidden charges or anything shady. Instead, you might find yourself purchasing a few pairs of killer heels while noshing on a Mediterranean-style mezze platter of lamb and roasted vegetables. 

The cafe is just one of the wide range of offerings at Avenue on 3 — an 8,000 sq ft “experiential lifestyle concept store” located on the third floor of Paragon Shopping Centre. Created by local fashion retailer FJ Benjamin, the space officially opened in June.

The large, open space includes sections devoted to designer shoes and handbags, beauty products and treatments, as well as gourmet chocolate by Lebanese brand Patchi. Sitting down with The Peak at Avenue on 3 Cafe, FJ Benjamin group CEO Douglas Benjamin shares a recent story of a female diner who had asked for a few pairs of shoes to be brought to the table so she could try them on.

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He recalls, “She was in a party of 10 women who were here for a lunch hosted by a friend of mine. This lady had to leave earlier, so she asked our staff, ‘I need a pair of black shoes; what black shoes do you have?’ The group was having lunch, laughing, enjoying themselves, and trying on shoes. It was amazing to see my vision come true.”

The aforementioned diner left with new footwear, including black mesh heels by Le Silla, which retail for above $1,000 at Avenue on 3.

Stylish cafes are mushrooming

Avenue on 3 Cafe is among numerous F&B establishments that have been launched here by players in the designer and luxury fashion scene. These projects go beyond the temporary, pop-up F&B concepts that have been executed to great success by luxury brands such as Dior and Gucci.

In April, American luxury brand Coach opened a new concept store within a Keong Saik Road shophouse with a bright pink and orange facade: The Coach Play Singapore Shophouse houses a Coach Cafe alongside spaces for its vintage bags, a multimedia installation, and of course, fashion retail.

Last November, French-Japanese lifestyle company Kitsune, which is also behind the contemporary fashion label Maison Kitsune, opened the first Singapore outlet of its popular specialty coffee retailer Cafe Kitsune.

Just in July, Ralph Lauren launched the first Ralph’s Coffee in Singapore, adding to the cafe’s presence in cities such as New York City, London, Munich, Tokyo and Doha. The opening of Ralph’s Coffee at Marina Bay Sands coincides with that of the American brand’s new concept store, which stocks top-end apparel and accessories from the men’s Purple Label range as well as the Women’s Collection.

Aside from the brand’s own Ralph’s Roast — a blend of organic beans from Central and South America — the cafe serves classic American desserts such as cookies, cakes and soft-serve ice cream. What is unique to the Singaporean branch of Ralph’s Coffee, however, is a specially concocted Pineapple Shaken tea.

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Fashion, food, and culture

Indeed, the opportunity to meaningfully engage with local culture is a key goal when brands embark on F&B endeavours here. It is, after all, probably easier to add a local twist to a food item than to add a uniquely Singaporean note to a pricey handbag or coat.

When Coach opened its Coach Play Singapore Shophouse, it did not just do so in a space brimming with historical and cultural significance; it also partnered with popular homegrown cafe and bakery Brawn & Brains. Some menu offerings meld Coach’s New York roots with Singapore flavours, a prime example being the classic pancakes with maple syrup, berry jam and homemade kaya.

Campbell O’Shea, the general manager of Tapestry (South-east Asia & Oceania), which owns Coach, shares, “It aligns with Coach Play’s goal of creating a sense of community and fostering meaningful connections.”

Similarly, Cafe Kitsune’s goal for its cafes around the world — all 27 locations in 13 countries — is to communicate the brand’s French-Japanese roots while reflecting each country’s local heritage. Cafe Kitsune managing director Johanna Lellouche says, “Our priority is to craft an exceptional cafe menu that truly resonates with our community.” Hence the cafe’s exclusive-to-Singapore offerings, such as a chilli chocolate tart and a yuzu pistachio strawberry entremet, served in an interior featuring Peranakan-inspired flooring and hanging tropical plants.

In our gastronomy-obsessed city, it is certainly not a bad idea for Kitsune to entrench its brand — which encompasses fashion, food, and music (it also operates the record label Kitsune Music) — in our minds through our stomachs. That said, Lellouche emphasises that Cafe Kitsune is “not a marketing asset of our fashion brand Maison Kitsune”, and that each Kitsune entity operates separately while being interconnected.

Debuting in 2013 in Tokyo, Cafe Kitsune is the youngest business of Kitsune, which started as a record label in 2002 and began producing clothing in 2005. Says Lellouche, “We are creating a unique ecosystem and a 360 experience where you can dress up in Maison Kitsune, listen to a Kitsune Music playlist, and drink your coffee at Cafe Kitsune.”

Consuming a brand — literally

In a world filled with distractions, this 360-degree approach is one way that brands are hoping to deepen consumer engagement and loyalty. After all, social media can vie for people’s eyes and ears with flashing images and videos, but it cannot — at least, not right now — tantalise our tastebuds or engage our sense of smell.

Tapestry’s O’Shea observes, “F&B allows brands to offer a holistic experience to customers by combining fashion and food. Luxury brands aim to create immersive environments where customers can engage with the brand on multiple sensory levels, and F&B plays a crucial role in achieving this.”

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Local F&B entrepreneur and designer-fashion fan Daniel Wong certainly agrees. The stylish Singaporean is the co-founder of Proper Concepts, a local hospitality group that owns and operates various restaurant and bar concepts, such as steakhouse The Feather Blade and sushi joint Rappu Handroll Bar. Wong’s most recently visited fashion-related cafes include the Gucci Cafe in the brand’s Ginza boutique in Tokyo and Cafe Kitsune in Bangkok’s EmQuartier shopping mall.

“What impressed me most about the Gucci Cafe was that not only was the interior aesthetically pleasing, but their food was beautiful and delicious as well. There was a Gucci element present in all the menu items, such as the brand’s colours or logo. Some of the pastries almost seemed too pretty to eat!” Wong enthuses. “I felt like I was not just shopping at Gucci but literally consuming it as well.”

An accessible entryway

Make no mistake, it is not always the fashion brands — no matter how alluring their sartorial creations — that are the main draw for diners. With its broader appeal, an F&B establishment can help attract new and/or younger clients to its fashion-focused parent company. “F&B offerings can attract a wider audience, including non-fashion enthusiasts who may be intrigued by the food but eventually develop an interest in the brand’s fashion offerings,” says O’Shea.She adds, “The Coach Cafe provides an enhanced, out-of-the-ordinary shopping experience for new and loyal customers alike, especially Gen Z’s. While the primary focus of the Shophouse is on creating an immersive and unique retail environment, the presence of the cafe adds a touch of convenience and relaxation for customers, creating an inviting atmosphere that encourages customers to spend more time in the store.”

Likewise, the Avenue on 3 Cafe attracts customers of all stripes, according to Douglas Benjamin. The mastermind behind Avenue on 3 recalls a Sunday where he spotted a group of young people having scones in one corner and a table of six retirees having their lunch in another. He believes there is something for everyone in his multi-brand concept space.

Benjamin declares, “You can come here and have a $5 cup of coffee, or you can buy a $2,000 pair of shoes, or get an express manicure for $20. It’s a very democratic and accessible space.”

While an F&B establishment can provide another effective touchpoint for a fashion brand’s audience, it is an endeavour that requires plenty of time and effort and can backfire if not done well. Wong emphasises, “Guests should feel happy and satisfied after visiting a (fashion brand’s) cafe. If the food isn’t good, it would imply that the brand is not serious and professional enough, and this would affect its overall image and reputation. People need to know that the brand is serious and wants to push its boundaries, not just in the fashion industry but also in F&B — and that it’s not just a gimmick.”