6 luxury brands, from Coach to Gucci, that have gotten into the restaurant game

• Luxury fashion brands have been opening restaurants around the world.
• The move may help brands appeal to millennials and Gen Z, who increasingly value experiences over things.
• Here are six brands that have opened restaurants in the US, Europe, and Asia.

In 1999, when designer Ralph Lauren opened his first restaurant concept in Chicago, industry analysts noted it was a novel concept but wondered about the wisdom of the brand getting into the notoriously challenging restaurant business.