Brands are turning established taste and curation into products

Marriott, Oxfam and Vivienne Westwood are turning curation into new transactions. Marriott sells hotel-inspired interiors through an online store. Oxfam rents donated fashion, while Vivienne Westwood has built a Beijing destination spanning retail, bridalwear and dining. Each organization is finding another source of revenue in an identity or point of view that already exists.

Oxfam has launched a UK online rental service for donated designer and vintage clothing. Customers can hire each item for 14 days. The model gives donated garments a commercial life beyond a single sale and can keep the same item circulating across multiple rentals. Oxfam adds temporary access to a charity retail model built around secondhand goods.

Marriott has launched Design Shop, an e-commerce platform selling hotel-inspired furniture and decor in destination-themed collections. The store turns the look of Marriott properties into products for the home. A physical environment developed for guests now supports a separate retail business.

Vivienne Westwood has opened a four-story lifestyle house in Beijing. The location combines fashion retail, a bridal salon, a restaurant and a café in a world-first concept for the label. Several parts of a day out can take place inside the same branded setting, giving the fashion house more ways to earn from each visit.

TREND BITE
Brands are using established taste to support revenue outside the original offer. Success depends on translating that taste into a clear commercial format, such as a product collection, rental service or multi-use destination. The strongest candidates already attract attention for their selection, setting or experience.

The opportunity lies in identifying an existing element of taste, curation or place that could support a separate transaction.