If your hotel has invested resources into getting it's branding right, then the chances are the logo will transfer nicely onto retail merchandise and fashion.
This allows your most loyal guests to take a piece of the hotel home with them. This makes even more sense when you have an online shop, like The Standard who allow their guest to ship products worldwide.
A hidden benefit of this is that hundreds of guests have taken selfies of The Standard t-shirts in their home cities, giving the hotel extra exposure on Instagram and Facebook.
This weekend bag collaboration with WANT Les Essentials de la Vie has been a BIG hit with guests. As you can see some awesome user generated content to re enforce the lifestyle aspirations of the hotel.