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The weather is heating up and consumers are making their summer travel plans. So, too, are brands.
Dior was the first to announce its summer 2024 roster: a host of new permanent boutiques (from Athens to Puerto Banús); seven pop-ups tied to the Dioriviera beach collection (Nice and Türkiye’s D Maris Bay both feature); and a slew of temporary retail concept stores along European coastlines (Mykonos and Capri get two each). Other brands, including Jacquemus, Gucci and Cult Gaia have now begun the Euro summer pop-up marathon.
Dior’s amped-up presence across European coastlines teases what’s sure to come from other luxury retailers, and points to a continuation of 2023’s branded beach club frenzy. Meeting consumers on their holidays proved fruitful. Total tourist spend in Europe was up nearly 26 per cent year-on-year in June and July, and made up 42 per cent of all international spending, according to Bank of America.
It’s a sign that the post-pandemic travel boom is still going strong. It was this revenge tourism that birthed the idea of “Euro Summer” a couple of seasons ago, says Aoife Byrne, senior fashion and retail analyst at Edited. Plus, TikTok’s ‘romanticising your life’ and ‘main character’ narratives — not to mention guides to visiting destinations like Paris and Positano — contribute to the desire to travel abroad and “play out a summer fantasy”, she says.
Last summer, there was ample opportunity to do so. Dior, Louis Vuitton, Loro Piana, Gucci and Jacquemus were among brands to take over beach clubs in Saint-Tropez, along the French Riviera. Valentino turned the Amalfi Coast’s Palazzo Avino hot pink. Chanel and Nanushka descended on Mykonos, at Nammos and Scorpios, respectively.
Summer activations are a worthwhile venture for brands, says Alison Bringé, CMO of software, data and insights company Launchmetrics. “Fatigued by pandemic restrictions, digital overload and uncertain living conditions, modern consumers are increasingly prioritising experiences to find community and connection,” she says. Plus, a day’s sun lounger costs less than a handbag — though some guests will opt for both.
Beach clubs will remain the biggest brand opportunity to capitalise on this infatuation, Byrne says. “Call it the White Lotus effect, but designer beach clubs are just getting started and we will continue to see these pop up in 2024,” she says. “In time, brands will branch out into new formats; however, as it stands, beach clubs are the most bankable opportunities.”
Influencer Audrey Peters — known for her European summer sojourns — is keen to see what’s in store this summer. “I love when brands do beach club takeovers,” she says. “Not only because they do such a great job making the already stunning beaches look even cooler, but because there are limited-edition clothing pieces and accessories you can only buy at the beach clubs — which is super fun.” Peters went to Gucci’s Loulou takeover last summer. “Every day I regret not getting the adorable Saint-Tropez limited-edition pieces they had for sale.”
Media impact value (MIV) from a beach club pop-up is lower than a celebrity or influencer partnership, Bringé flags. But social media reach — and revenue generation — aren’t the focus of these activations, she says. Consumers want physical experiences, which don’t always translate to social impressions. That’s the point.
“It’s unsurprising that an increasing number of brands are swaying away from performance marketing, giving way to brand marketing as the predominant trend of 2024,” Bringé continues. “In order to captivate modern audiences, more brands are leveraging immersive brand experiences to engage with their audience in a novel and creative way, ultimately leaving a long-lasting impact on consumer consciousness.”
Plus, summer pop-ups still generate plenty of Instagram posts and TikTok views. “Jacquemus St Tropez beach club” has 9.3 million views on TikTok. “Louis Vuitton beach club St Tropez” has 48.5 million.
This summer, the race is on to find Europe’s coastal ‘It-spot’. Competition will be strong, Byrne says. Below, travel experts offer up the hot-ticket Euro summer destinations they expect to blow up. We track where brands are setting up shop.
Saint-Tropez, France
Why now: Paris 2024. The Olympic Games are likely to drive tourism to the South of France, Byrne says. She expects an uptick in travel to Saint-Tropez, Cannes, Nice and Monaco, following visitors’ Parisian city breaks. Plus, the French Riviera hotspot already reigned supreme for 2023’s brand activations by sheer volume. This summer is set to solidify the town’s top spot.
Brands there this summer:
Farm Rio: The Brazilian brand is popping up at Loulou until September. The pop-up will showcase a selection of Farm Rio’s Summer 2024 collection, including exclusive items to the pop-up.
Cult Gaia: The LA brand is headed back to Saint-Tropez for its second pop-up. “Saint-Tropez’s quaint streets and picturesque views added an irresistible charm that complements our brand's aesthetic,” says founder and creative director Jasmin Larian Hekmat. “Opening in Saint-Tropez feels like the perfect fit for Cult Gaia because it allows us to celebrate the intersection of natural beauty and refined elegance, mirroring the ethos of our brand.”
Brands there last summer: Dior, Louis Vuitton, Armani, Dolce & Gabbana, Gucci, Jacquemus, Loro Piana
Mykonos, Greece
Why now: Mykonos, alongside Santorini, will be a popular destination once again, experts agree. “Greece has been incredibly hot the last two years and looks like it’ll still be going strong this year,” Hudson says. Chinese tourists are also drawn to “unique beach destinations” like Mykonos, says Caroline Bremner, head of travel research at Euromonitor.
Brands there this summer:
Cult Gaia: The brand is also popping up in Mykonos from May through October, in a bid to capture shoppers adding to their holiday wardrobes. “Mykonos holds a special place in my heart as one of my favourite vacation destinations and I am thrilled to bring Cult Gaia’s aesthetic to this enchanting island,” Hekmat says.
Tommy Hilfiger: The brand is opening a new Mykonos store on 6 June because it’s “one of the most popular global summer destinations,” per the release. It’s a permanent store with an outdoor lounge.
Brands there last summer: Chanel, Nanushka
Amalfi Coast, Italy
Why now: Indefinitely busy in the summer, the Amalfi Coast — and neighbouring Capri — are a haven for luxury brands. For 2024, Peters is eyeing a return to the Amalfi Coast, where she hasn’t been for a few years. Christie Hudson, travel expert at Expedia, notes an early uptick in interest for Positano lodgings. The newly renovated Salerno Airport in southern Italy is also set to open for commercial flights from mid-July 2024, making accessibility to the region far easier.
Brands there this summer:
Jacquemus: The French label is showing in Capri on 10 June for its 15th anniversary. Ahead of the show at Casa Malaparte, the brand announced a surprise store opening on the island.
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Brands there last summer: Valentino
Puglia, Italy
Why now: Puglia has undergone a renaissance in recent years, Byrne says. She adds that, “It boasts a rawer, more authentic experience than well-known tourist spots like Portofino.” It’s a less-tapped resource for brands, with potential to be a hotspot this season.
Brands there last summer: None, but Dolce & Gabbana hosted its Alta Moda show there in July.
Majorca, Spain
Why now: Slightly cheaper than some of its French and Italian counterparts, Majorca offers up blue waters and beautiful beaches rife for brands to tap. Interest in travel to the island is up 50 per cent, according to Expedia.
Brands there this summer:
Alberta Ferretti: The Italian brand is popping up at Hotel de Mar Gran Meliá in Majorca — a first for both brands. It’s taken over the hotel’s Bombon Pool Club with branded deck chairs and umbrellas.
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Brands there last summer: None — it’s not to be confused with fellow Spanish beach town Marbella, which did welcome pop-ups from Fendi, Tiffany and Dior.
Montenegro
Why now: Montenegro’s landscape of mountains, glacial lakes and beaches, offers an ideal setting for brands, says Byrne. The country has also seen a 10 per cent uptick in international arrivals relative to 2019 (pre-pandemic), according to the European Travel Commission.
Brands there last summer: None
Lisbon, Portugal
Why now: The Portuguese capital is gaining traction. Travel to the beachside city is up 20 per cent year-on-year, according to Expedia. It’s one of the European beachside destinations seeing early interest from Americans this summer, Hudson says. Plus, in a season when American tourists are eyeing cities for their summer trips (per Expedia’s Hudson), Lisbon offers a nice middle ground for brands looking to make use of the beachy aesthetic. It’s the eighth-top European destination for summer 2024, according to travel search engine Kayak. Also in Portugal, Kayak flags a 41 per cent uptick in searches for coastal city Funchal.
Brands these last summer: None
Elsewhere in Europe for summer 2024 …
Lacoste: The brand opened a pop-up in La Marina, Ibiza, which will be open until 31 October. Part-shop, part-bar, it’s designed to keep shoppers hanging around.
Gucci: Gucci popped up at the iconic Il Pellicano hotel (a fashion favourite) to kick off its Gucci Lido Summer 2024 collection. Attendees included influencer Camille Charriere and Instagram’s Clara Cornet.
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