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Khaleej Times
2 days ago
- Business
- Khaleej Times
How Gen Alpha is rewriting the rules of luxury fashion
Just when it seems like the world has finally figured out the inner worlds of Gen-Zers, along comes Gen Alpha. Born roughly between 2010 and 2024, Gen Alpha is the first cohort to be raised entirely in the digital age, by tech-savvy, hyper-connected parents. Although a sizeable chunk of this group may not be earning their own money yet, they influence — and are influenced by — their millennial parents' shopping decisions, giving them early exposure to luxury brands. According to data by US-based media company Razorfish, 'Older Gen Alpha consumers between the ages of 9 and 13 like to shop and influence purchases, with 68 per cent owning a luxury product by the age of 10'. And luxury brands are taking note. Maire (Mo) Morris, CEO, Morris Global Consulting - Fashion & Lifestyle Experts, says that from her experience of working with luxury clients across the GCC and Europe, she's seen 'a clear strategic pivot in 2024–25 where Gen Alpha are almost the co-creators and brand storytellers in a way.' She adds: 'In the UAE market, Gen Alpha is not just influencing, it's driving luxury purchase decisions, especially in affluent families. Take Harvey Nichols new 'Luxury Family Lounge' for instance, which offers styling services to parents and their kids as a luxury family experience — complete with branded snacks, game tablets and a mini catwalk, turning shopping into a luxury experience for the whole family.' Digital natives explore virtual luxury Gen Alpha and Gen-Z are both children of the Internet, but there is a distinct difference in the way they consume it. Fashion pundits point out that while the latter tends to prefer platforms like TikTok, Snapchat and Instagram, the former's favourite haunts online are Roblox, Minecraft, Zepeto, and Fortnite. They create digital avatars and engage in everything from trying on virtual luxury fashion items to something slightly more mundane like completing school assignments. They are also more likely to choose brands that invest in new-age technology like augmented reality, virtual reality and artificial intelligence. Hence, it's no surprise that brands like Gucci, Burberry, Prada and Balenciaga have explored in-game marketing or partnered with such popular platforms to deliver interactive, virtual experiences like 'virtual fitting rooms and fashion shows'. Luxury marketing is undergoing a 'radical transformation', points out Morris, as it moves away from celebrity-driven campaigns to 'immersive, co-creative, and gamified engagement'. 'Prada's collaboration with Minecraft this year is a great example of gamified luxury targeting Gen Alpha where in-game achievements were rewarded with discounts. And Moncler's 2025 tie-up with Pokémon was a strategic hit across the GCC and Asia, blending nostalgia for millennial parents and cool-factor appeal for kids,' she says. 'And from a consulting perspective, my team is now developing content pipelines for YouTube Kids and Roblox integrations as part of the 2025-26 strategy roadmap for our GCC luxury brands.' 'Brands are very aware of the importance of these games and technologies, if they want to engage with the younger cohorts,' explains Marguerite Le Rolland, Global Insight Manager — Fashion, at the market research company Euromonitor International. Rolland authored an article titled Generation Alpha: How Fashion Players Can Target Tomorrow's Consumers, where she cites other examples of fashion brands experimenting with virtual stores – like, Spanish retailer Mango's Mango Teen products in Roblox's Outfit Shopping Mall, where 'the platform's users can try on and purchase digital garments'. 'When I look at all the metaverses and gamification experiences, it seems to speak more to the Gen Alphas who are much more into these platforms,' she adds. Amit Keswani, Chief Omni-channel Officer, Chalhoub Group, explains: 'Brands are prioritising personalisation, exclusive events and purpose-driven storytelling to build deeper, more authentic connections with younger, values-driven audiences. On our side, we have prioritised these exclusive viewings with styling lounges where we invite customers behind closed doors and offer them a variety of brands, all done in an intimate setting to understand customers better.' 'Gen Alpha's affinity for gamified e-commerce, virtual try-ons, and AI-curated content is pushing brands to innovate far beyond traditional touchpoints,' he adds. Blurring the line between real and virtual When we speak, Rolland points out that although Gen Alpha likes such virtual experiences, they also want their online world to spill over into the real world as seen in the case of the Minecraft franchise, which now includes a movie, merchandise and an immersive experience in cities like London and Dallas. 'So, in fashion, experiential shopping is super important and it needs to be visually stunning, engaging and easy to share on social media. We'll see more investments in these real-life experiences which Gen Alpha typically responds well to,' she adds. It might be unfair to generalise an entire generation, but Gen Alpha generally gravitates toward brands that are seen as cool, sustainable and inclusive of diverse body shapes, sizes and skin tones. And as Rolland points out, they do not hesitate to express their disappointment online if they feel like brands don't represent them well enough. Breeding brand loyalty Morris explains that luxury companies understand that 'early exposure to a brand's world builds long-term loyalty'. 'Balenciaga's Fall 2024 activation with Fortnite, where they launched a real-life capsule collection that mirrored the in-game items, wasn't just about selling skins (or, virtual outfits or costumes) — it was about embedding the brand into the cultural memory of an 11-year-old who'll make their first designer sneaker purchase by 16.' Rolland also points out that more luxury fashion brands will transform into lifestyle brands by branching out into sectors like hospitality, food service and bespoke travel. This strategy is not targeted at Gen Alpha and is more of a 'short-term decision to boost revenue streams, to diversify, and limit risks', but it will nevertheless influence younger customers by delivering brand-driven experiences that have great recall value. For instance, a 10-year-old might be too young to buy Tiffany jewellery, but she will definitely remember having a lovely time at Tiffany's Blue Box Cafe as a child. Sarah Silsbury, a Dubai-based stylist, personal shopper and image consultant who has curated looks for leading brands in the UK and UAE, too, agrees. 'Tiffany & Co.'s 'Return to Tiffany' silver range acts as a gateway collection, designed to capture a younger audience early in their luxury journey, giving them that first taste of the Tiffany magic without the hefty price tag,' she explains. 'It still feels special, still carries that iconic blue-box moment, but it's more within reach. The hope, of course, is that once they're in, they'll stick with the brand as they grow up and eventually come back when they're shopping for engagement rings and proper grown-up jewellery.' Silsbury also explains that most of her clients have Gen Alpha kids, who they end up shopping for. 'Gen Alpha is younger and often exposed to luxury through their family's purchasing habits. There are lots of 'mini-me' collections now — brands like Gucci, Dior and Balenciaga have all launched kidswear that mirrors adult collection,' she says.
The Irish Sun
6 days ago
- Entertainment
- The Irish Sun
The grand city hotel that feels like going back in time after £50million makeover
THE Grand Hotel in Birmingham has undergone a multi-million revamp in recent years, as well as welcomed some famous guests. We've explained everything you need to know from what to do at the hotel to the best thing to eat at the restaurant. Advertisement 3 Spacious bedrooms offering large bathrooms with walk-in showers Where is the hotel? Located on one of Birmingham's most esteemed business addresses on Colmore Row, this hotel is right on the doorstep of Harvey Nichols, Selfridges, and a great mix of nightlife. It has the perfect location of a 5-minute walk from New Street railway station and the city centre. There is no hotel car park, but guests can get a discount at Snow Hill car park, which is extremely close. What is the hotel like? The Grade II-listed property is a grand place inside out. Advertisement Read more hotel reviews Having welcomed a number of rock stars in the past, guests can pretend to live like royalty in one of its 185 rooms. With £50million in refurbishments in recent years, this hotel takes a luxurious step back in time. The showpiece is the grand marble reception and ballroom with capacity for 300 people. What is there to do at there? Fancy some yoga? In-room yoga classes are available with mats for an early morning stretch or pop into the gym which has great equipment. Advertisement Most read in News Travel Between Wednesday and Sunday, you can enjoy their traditional What is there to eat and drink there? To start, the full English breakfast is superb with all ingredients locally sourced. 3 The grand marble staircase The artistic Parisian-chic style strongly follows through with the Madeleine bar and its drinks menu. Advertisement And a cocktail at the hotel's plush bar is a must. I tried the Strawberry Bon Bon made with vodka, toffee and strawberry (£13.50) which was delightful. Around the corner is Isaac's, the hotel's New York-style brasserie, which has a great atmosphere with cracking burgers and an array of fresh seafood. What are the rooms like? The rooms have dark wood panelling, stylish lamps and tall windows overlooking the city feature, with an array of seven categories to pick from. Advertisement If you want to make it a night to remember, the Penthouse suite offers infinite qualities from in-room Yoga sessions to a walk-in wardrobe like no other. But with a double room, I still enjoyed the old-style rotary phone, fitting with the quirky look, as well as a spacious bathroom offering a huge bath and walk-in shower. Double rooms start at £159, including breakfast. Is the hotel family-friendly? There is a family package special offer which includes bathrobes and cuddly toys for your little or older ones, to family-friendly bars and activities for kids to create their own milkshakes. Advertisement Your pooch can also be brought along if it weighs less than 36kg. Don't forget to book their arrival in advance too. Is there access for guests with disabilities? Lifts are accessible at the main entrance and from meeting rooms to ensure ease of movement, alongside disabled toilets. There are 7 bedrooms equipped for guests with disabilities. Looking for a place to stay? For more hotel inspiration click here. Advertisement 3 On Colmore Row this hotel provides a capsule of luxury heritage
Scottish Sun
6 days ago
- Entertainment
- Scottish Sun
The grand city hotel that feels like going back in time after £50million makeover
We also explain how much rooms cost at the hotel BEST BRUM The grand city hotel that feels like going back in time after £50million makeover THE Grand Hotel in Birmingham has undergone a multi-million revamp in recent years, as well as welcomed some famous guests. We've explained everything you need to know from what to do at the hotel to the best thing to eat at the restaurant. Advertisement 3 Spacious bedrooms offering large bathrooms with walk-in showers Where is the hotel? Located on one of Birmingham's most esteemed business addresses on Colmore Row, this hotel is right on the doorstep of Harvey Nichols, Selfridges, and a great mix of nightlife. It has the perfect location of a 5-minute walk from New Street railway station and the city centre. There is no hotel car park, but guests can get a discount at Snow Hill car park, which is extremely close. What is the hotel like? The Grade II-listed property is a grand place inside out. Advertisement Having welcomed a number of rock stars in the past, guests can pretend to live like royalty in one of its 185 rooms. With £50million in refurbishments in recent years, this hotel takes a luxurious step back in time. The showpiece is the grand marble reception and ballroom with capacity for 300 people. What is there to do at there? Fancy some yoga? In-room yoga classes are available with mats for an early morning stretch or pop into the gym which has great equipment. Advertisement Between Wednesday and Sunday, you can enjoy their traditional afternoon tea (£35pp) in the Madeleine Bar. What is there to eat and drink there? To start, the full English breakfast is superb with all ingredients locally sourced. 3 The grand marble staircase The artistic Parisian-chic style strongly follows through with the Madeleine bar and its drinks menu. Advertisement And a cocktail at the hotel's plush bar is a must. I tried the Strawberry Bon Bon made with vodka, toffee and strawberry (£13.50) which was delightful. Around the corner is Isaac's, the hotel's New York-style brasserie, which has a great atmosphere with cracking burgers and an array of fresh seafood. What are the rooms like? The rooms have dark wood panelling, stylish lamps and tall windows overlooking the city feature, with an array of seven categories to pick from. Advertisement If you want to make it a night to remember, the Penthouse suite offers infinite qualities from in-room Yoga sessions to a walk-in wardrobe like no other. But with a double room, I still enjoyed the old-style rotary phone, fitting with the quirky look, as well as a spacious bathroom offering a huge bath and walk-in shower. Double rooms start at £159, including breakfast. Is the hotel family-friendly? There is a family package special offer which includes bathrobes and cuddly toys for your little or older ones, to family-friendly bars and activities for kids to create their own milkshakes. Advertisement Your pooch can also be brought along if it weighs less than 36kg. Don't forget to book their arrival in advance too. Is there access for guests with disabilities? Lifts are accessible at the main entrance and from meeting rooms to ensure ease of movement, alongside disabled toilets. There are 7 bedrooms equipped for guests with disabilities. Looking for a place to stay? For more hotel inspiration click here. Advertisement
The Sun
6 days ago
- The Sun
The grand city hotel that feels like going back in time after £50million makeover
THE Grand Hotel in Birmingham has undergone a multi-million revamp in recent years, as well as welcomed some famous guests. We've explained everything you need to know from what to do at the hotel to the best thing to eat at the restaurant. 3 Where is the hotel? Located on one of Birmingham's most esteemed business addresses on Colmore Row, this hotel is right on the doorstep of Harvey Nichols, Selfridges, and a great mix of nightlife. It has the perfect location of a 5-minute walk from New Street railway station and the city centre. There is no hotel car park, but guests can get a discount at Snow Hill car park, which is extremely close. What is the hotel like? The Grade II-listed property is a grand place inside out. Having welcomed a number of rock stars in the past, guests can pretend to live like royalty in one of its 185 rooms. With £50million in refurbishments in recent years, this hotel takes a luxurious step back in time. The showpiece is the grand marble reception and ballroom with capacity for 300 people. What is there to do at there? Fancy some yoga? In-room yoga classes are available with mats for an early morning stretch or pop into the gym which has great equipment. Between Wednesday and Sunday, you can enjoy their traditional aft e rnoon tea (£35pp) in the Madeleine Bar. What is there to eat and drink there? To start, the full English breakfast is superb with all ingredients locally sourced. 3 The artistic Parisian-chic style strongly follows through with the Madeleine bar and its drinks menu. And a cocktail at the hotel's plush bar is a must. I tried the Strawberry Bon Bon made with vodka, toffee and strawberry (£13.50) which was delightful. Around the corner is Isaac's, the hotel's New York-style brasserie, which has a great atmosphere with cracking burgers and an array of fresh seafood. What are the rooms like? The rooms have dark wood panelling, stylish lamps and tall windows overlooking the city feature, with an array of seven categories to pick from. If you want to make it a night to remember, the Penthouse suite offers infinite qualities from in-room Yoga sessions to a walk-in wardrobe like no other. But with a double room, I still enjoyed the old-style rotary phone, fitting with the quirky look, as well as a spacious bathroom offering a huge bath and walk-in shower. Double rooms start at £159, including breakfast. Is the hotel family-friendly? There is a family package special offer which includes bathrobes and cuddly toys for your little or older ones, to family-friendly bars and activities for kids to create their own milkshakes. Your pooch can also be brought along if it weighs less than 36kg. Don't forget to book their arrival in advance too. Is there access for guests with disabilities? Lifts are accessible at the main entrance and from meeting rooms to ensure ease of movement, alongside disabled toilets. There are 7 bedrooms equipped for guests with disabilities. Looking for a place to stay? For more hotel inspiration click here. 3
See - Sada Elbalad
11-07-2025
- See - Sada Elbalad
Man Fatally Stabbed Outside Luxury Hotel in London's Knightsbridge District
Taarek Refaat A man in his 20s was fatally stabbed outside a five-star hotel in one of London's most affluent neighborhoods, sparking shock and heightened security concerns in the area. A 24-year-old father was brutally stabbed to death outside a luxury hotel in Knightsbridge, London, in a suspected robbery targeting his Rolex watch, British police confirmed Thursday. The attack occurred in full view of the victim's partner and has shocked residents of one of the capital's most exclusive districts. Passed the area last night where sadly I have just read there was a fatal stabbing last night outside the Sheraton Park Tower hotel/casino next to Harvey Nichols in affluent stabbing is out of control. @MayorofLondon — Ronnie (@Ronmarkets2) July 10, 2025 The incident occurred around 9:30 p.m. on Wednesday, July 9, on Seville Street in Knightsbridge, just outside the Park Tower Hotel — a prominent luxury establishment. The hotel sits near the famed Harrods department store and Hyde Park, in a district known for its exclusivity and international clientele. According to the Metropolitan Police, emergency responders — including London Ambulance Service and an air ambulance crew — arrived quickly at the scene but were unable to save the victim, who was found with multiple stab wounds. He was pronounced dead shortly after their arrival. 'A man, believed to be in his 30s, was discovered with multiple stab injuries. Despite the best efforts of paramedics, he died at the scene,' said a police spokesperson in an official statement. 'His next of kin have yet to be formally notified.' The area surrounding the crime scene has been cordoned off, with forensic teams continuing their investigation. A crime scene tent was erected, and a heightened police presence remains in place as officers search for leads. So far, no arrests have been made, and the motive for the attack remains unclear. Police say the investigation is in its early stages and are urging anyone who may have witnessed the incident or who has relevant information to come forward. The violent attack in such a high-profile area has stunned both residents and tourists. Knightsbridge is widely regarded as one of the safest and most prestigious areas in London, home to diplomats, celebrities, and global elites. The incident is the latest in a series of violent crimes that have raised concerns about public safety in central London, despite a significant police presence in key tourist and commercial zones. read more Gold prices rise, 21 Karat at EGP 3685 NATO's Role in Israeli-Palestinian Conflict US Expresses 'Strong Opposition' to New Turkish Military Operation in Syria Shoukry Meets Director-General of FAO Lavrov: confrontation bet. nuclear powers must be avoided News Iran Summons French Ambassador over Foreign Minister Remarks News Aboul Gheit Condemns Israeli Escalation in West Bank News Greek PM: Athens Plays Key Role in Improving Energy Security in Region News One Person Injured in Explosion at Ukrainian Embassy in Madrid News Israeli-Linked Hadassah Clinic in Moscow Treats Wounded Iranian IRGC Fighters News China Launches Largest Ever Aircraft Carrier Sports Former Al Zamalek Player Ibrahim Shika Passes away after Long Battle with Cancer Videos & Features Tragedy Overshadows MC Alger Championship Celebration: One Fan Dead, 11 Injured After Stadium Fall Lifestyle Get to Know 2025 Eid Al Adha Prayer Times in Egypt Business Fear & Greed Index Plummets to Lowest Level Ever Recorded amid Global Trade War News "Tensions Escalate: Iran Probes Allegations of Indian Tech Collaboration with Israeli Intelligence" News Flights suspended at Port Sudan Airport after Drone Attacks Videos & Features Video: Trending Lifestyle TikToker Valeria Márquez Shot Dead during Live Stream Arts & Culture Hawass Foundation Launches 1st Course to Teach Ancient Egyptian Language
