Vacation mode

Shopping goes hand in hand with travelling for many consumers. But following the pandemic, there’s been a revival of experiences. In a recent survey by McKinsey and Business of Fashion, 41% of consumers said they intend to spend more time in nature while travelling compared to about 25% saying they intend to do more shopping. Consumers are also more adventurous, with over half of the respondents saying they are seeking destinations they haven’t visited before in the year ahead. While the world’s capital cities such as Paris and London remain popular, smaller cities like Edinburgh, Lisbon and Osaka are seeing a surge in popularity. As consumers move around, so do fashion brands. For instance, Uniqlo plans to open a store in Edinburgh, Chanel had a pop-up store in the same city, and Dior opened its first store in Lisbon this year.

Source: Business of Fashion, McKinsey, November 2023.