The Five "Most" Brands Of Young Flagship Stores

The flagship store can be understood as the most popular business district in the city, the largest scale, the most complete product category, the most luxuriant design decoration, and the addition of a "most functional" store.

Fifth Avenue in New York, Champs Elysees street in Paris and Ginza in Tokyo are among the flagship shops of the top brands in the global commercial focus areas.

The bright streetscape of Chinese lantern has the most "the most" brand of every brand, and has unique store highlights.

Perhaps flagship stores can not be used as a measure of urban commercial development at present, but there is no denying that when you look around, more and more flagship stores are emerging.

The deep meaning of offline store strength, including space, experience, social functions, brand culture pmission, and even the real sense of reality, can also create a foundation for the new mode of crossover and business combination.

Not only luxury goods, fast fashion brands, bookstores, trend brands, technology brands are opening flagship stores, but now Starbucks has two new flagship stores in China.

If we look at the meaning of flagship store, it can be understood that the most popular business district in the city, the largest scale, the most complete product category, the most gorgeous design and decoration, and now add a "most functional" store.

The five "most" essence is to use the "extreme" to attack consumers' senses and psychology directly.

Is the flagship store a product, an experience or a brand concept?

More and more international brands are opening flagship stores in China, and they represent China.

Confidence.

The market situation of continuous upgrading and expansion shows the trend of the upgrading of China's consumption structure and the vitality of the market.

With the rapid development of China's luxury market, international brands are focusing their attention on the entry of boutiques, followed by the flagship store.

Generally speaking, products are the foundation of flagship stores. People's recognition of flagship stores is still the store with the most comprehensive categories and styles, and the second is the advantage of having limited or full channel starting.

Consumers often come with expectations. As flagship stores, they must be more special than ordinary stores. Product superiority is the first requirement to satisfy expectations.

Flagship stores, which mainly interpret brand tonality and culture, used to focus on luxury brands, and advocate the spirit of brands from home to abroad.

The main way is to create an experience around the brand proposition through the design of architecture, space and product structure, so as to help consumers understand the brand proposition and spiritual value more comprehensively.

After the deepening of the new retail concept, bookstores and coffee brands joined the flagship store team, relying on their strengths to work hard for the flagship store.

Through the extension of functions, we design a life style scene that is in line with brand logic and realize imagination. The experience of forming different dimensions has become a new content of flagship store.

Is the product the most up-to-date and the most special? Does it combine the design and marketing methods to produce the brand proposition? Does it continue to show a fresh experience? As a cognitive brand entity, how to build through the relevant characteristics in the space is the key to support flagship store as the benchmark.

What changes have taken place in the flagship store?

Consumption escalation, more and more consumption patterns are interconnected, forming an infinite number of retail networks and product portfolios.

The whole category of products is already an existing way. The new way is to increase the number of stores and drive innovation by consumption demand.

The size of the flagship store provides space and opportunities for these ideas.

Digital new technology

When upgrading the competitiveness of stores, many brands chose the digitalization of stores.

In addition to improving service quality, efficiency and accuracy in stores, you can also test different scenarios in the store.

Combined with new retail, this is also a way to further integrate the online and offline businesses.

For example, we have introduced ZARA, which reloads flagship stores in Westfield Stratford City shopping center in London, covering an area of 4500 square meters. Its bright spot lies in the new technology driven business model, and it needs to re create the convenience and experience of consumers in the process of innovation.

Nike has also set up a luxury store with an area of about 5100 square meters, up to 5 square meters in New York.

There is an interesting technology application. Consumers can choose their favorite running shoes for field testing. The treadmill is equipped with a LED screen. You can choose two different environments, namely Central Park or western highway, to test sneakers. Two video cameras will run information on the screen for real-time feedback.

Experience iteration

The open exploration of the territory of life is also what consumers want to accomplish in the flagship store, and the task of "experience" is built on the flagship store.

On the basis of conveying the brand's spiritual philosophy, it can also create multiple scenes for consumers.

In fact, Starbucks flagship store is through the main coffee culture, through the scene channel, let people experience in it, extend life style.

After refurbishing the flagship store in Tokyo's Ginza, Shiseido is known as the "comprehensive beauty facility", promoting Shiseido's important carrier of insight, technology, brand value and cultural value function.

For example, we have opened salon to provide advanced beauty services, make-up modeling services, and even take photos in the studio.

There are also new additions, including private beauty rooms and cafes, providing beauty consultation, and occasional beauty talks and workshops.

Attaching importance to the design of "content"

Nowadays, with the increasing emphasis on the aesthetic spirit of the global business, design is an important way to embody the brand culture, and it can also do its best in the flagship store.

The flagship store is the side of the brand that is carefully built. It condenses the essence and history of the culture, and understands the brand spirit and proposition of the brand in an all-round way.

Chanel Tokyo Ginza flagship store was renovated last year. The whole process of refurbishment includes demolition of old buildings, new buildings and interior design, which took nearly three years before and after.

The refurbishment work was handed over to Peter Marino, the American luxury architect who once introduced us. He is very good at conveying the concept of brand in space expression.

The building uses the Chanel's landmark black and white color as the main tone, and the black steel and white windows on the outside of the building look more vivid.

The rich art collection is also one of the characteristics of Chanel shop, which is the finishing touch for the whole architecture.

After changing and upgrading, more young consumers will become frequent customers of brand flagship stores.

They have stronger consumption power, have more specific target consumption decisions, seek diversified entertainment but high value lifestyles, and also attach importance to brand culture concepts outside their products. Their consumption needs are higher and higher, but these can be met in flagship stores.

Flagship store is a miniature but quintessence brand world, which adds more interest to commerce than ordinary stores.

Many brand flagship stores are new and interesting in product planning, experience form or architectural appearance, so it is difficult to sum up their uniqueness from a single dimension. Like an arbitrary canvas, you can find the colors in it.

In China

The flagship store model is also emerging and will form stronger agglomeration effect in the future.