Flagship store

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Flagship store of the suitcase manufacturer Rimowa in Cologne

A flagship store ( English , combination of flagship “ flagship ” and store “shop, business”) has been a branch of a retail or service company that functions as a showpiece since the 2000s . The branch is characterized by a special bundling of exclusive features , such as preferred location, special equipment or a large assortment .

target

Flagship stores only exist in small numbers; in certain cases a company has only one of these showpieces. They strengthen the brand's presence in general awareness, promote its reputation and contribute to customer loyalty , so primarily serve advertising . Particularly elaborate branches are correspondingly expensive and under certain circumstances little or no profitability, so that the aspect of advertising - i.e. influencing future purchase decisions - comes to the fore.

These branches also serve as an experimental field in order to try out an improved product distribution or new service features and thus to functionalize them within the framework of a comparative standard .

architecture

In some cases, well-known architects are hired by larger companies and prominent locations to design large-scale “brand temples” that serve to celebrate the brand.

literature

  • Franz-Rudolf Esch : Strategy and Technology of Brand Management . 6th edition. Vahlen, Munich 2010.
  • Jon's trade fair date: Best Designed Flagship Stores . avedition, 2007, ISBN 978-3-89986-083-2 .
  • Matthias Barth: Flagship Stores: A synthesis of brand and architecture . From: Locations of three-dimensional brand staging - Innovative strategies and successful models of experience-oriented encounter communication . Ed .: Nicolai O. Herbrand. Stuttgart 2008, ISBN 978-3-9811220-2-2 ( locations of three-dimensional brand staging ).

Web links

Individual evidence

  1. ↑ Galinsky article on the Prada flagship store, accessed September 7, 2012