Flagship Store Research Articles

More than the name

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This paper identified that enhancing the brand experience through elements such as cafes and art exhibitions in flagship stores can impact consumer habits within the luxury fashion industry. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

‘Mindfulness for modern life’: The blending of Orientalism and neoliberal self-care strategies in the branding of Rituals

This article interrogates the conflation of neoliberal imperatives to self-care and Orientalist fascination with Eastern spirituality in the branding of Rituals, the Dutch self-care and cosmetics brand. Focusing on the brand’s online presence as well as its self-presentation through its flagship store, the article contextualises the Ritual’s calls for mindfulness, gratitude and positivity within the neoliberal ‘psychological turn’. At the same time, it demonstrates how the brand mobilises Orientalist and neocolonial discourses to incite its consumers to exercise emotional self-control and self-care. Neocolonial and neoliberal narratives in the branding of Rituals serve to portray the brand as the site of pleasure, quiet and calm, disguising its exigency for female labour and depoliticising the issue of global inequalities.

Pengaruh Store Atmosphere dan Kualitas Produk Terhadap Kepuasan Pelanggan pada Eiger Adventure Flagship Store Merr Surabaya: Studi pada Eiger Adventure Flagship Store Merr Surabaya

This research aims to determine and analyze the influence of store atmosphere on customer satisfaction at the Eiger Adventure Flagship Store Merr Surabaya. The method used is a quantitative research method which has a positivist philosophy, used in research on certain populations or samples, sampling techniques are generally carried out randomly, data collection uses research instruments, quantitative or statistical data analysis aims to test predetermined hypotheses. With the results of this research, there is high customer satisfaction with Eiger Adventure Flagship products at the Merr Surabaya Store for Eiger product users because of the Store Atmosphere and Product Quality which makes consumers feel satisfied with Eiger products. So it is hoped that in the future Eiger will be able to maintain and continue to improve product quality so that consumers do not feel disappointed with Eiger products and also the Eiger store will still be able to maintain and also renew the store atmosphere that has been implemented now because from the results of this research almost all respondents like the atmosphere of the Eiger store. Because with quality products and a pleasant store atmosphere, it will create customer satisfaction with a feeling of satisfaction felt by customers, so customers will become loyal to the Eiger brand.

A study of Metaverse's flagship store using Service Design

A study of Metaverse's flagship store using Service Design

Research on Moutai Cross-border Product Marketing Optimization Strategies: Taking Moutai Ice Cream as an Example

Purpose - On May 19, 2022, Moutai and Mengniu reached a strategic cooperation, announced the opening of the country’s first Moutai ice cream flagship store, and launched Moutai ice cream in various flavors including original, vanilla and other flavors, achieving growth against the trend. Moutai has entered the high-end ice cream market by engaging in strategic collaborations with Mengniu. However, in the marketing process, since Moutai ice cream is not a traditional alcoholic product, Moutai needs to explore new marketing methods. Design/Methodology/Approach - This article utilizes the 4P theory as a framework to elucidate the present status of Moutai ice cream products, encompassing pricing, distribution channels, and promotional strategies. Secondly, it highlights the issues and underlying reasons in the marketing of the Moutai ice cream brand. Finally, specific countermeasures and suggestions were proposed regarding brand value, brand culture, cross-border channels, and communication methods. Findings - Summarizes the existing problems such as product cross-border impact on brand value, the launch of new products that fails to continue the image of Moutai, the limitations of radiating target consumer groups, and the lack of interaction between Moutai ice cream and consumers, etc., and puts forward specific issues. Countermeasure suggestions. Research Implications - The research in this article has enhanced the cross-border marketing capabilities of Moutai ice cream, which is significant for improving the sales level and brand influence of Moutai ice cream. It also provides reference and guidance for other companies in the industry regarding their brand’s cross-border strategies.

편의점 브랜드 캐릭터의 개발과 활용 연구

The purpose of this study is to find out how brand characters help to form a positive brand image and brand equity through the case of CU. To this end, Heyroo Friends and CU Friends were analyzed based on previous studies on brands and brand characters. Heyroo Friends was only a PB product brand character based on CU's function, but it developed into CU brand character CU Friends by expanding the media from webtoons to web dramas, and metaverse. CU Friends is being actively used as a means to enhance the brand image as the basis for characters in flagship stores and short-form web drama series. Contents based on brand characters is contributing to deepening the relationship between consumers and brands. Through this study, it was confirmed that brand characters can be an effective means of enhancing brand identity and forming familiarity, as well as building brand assets through symbolic differentiation.

The Impact of False Public Opinion on Users of Little Red Book--Taking Paris L'Oreal as an Example

In the digital era, it is a common method for businesses to use the internet to attract attention, and stimulate purchasing desire. Merchants find people to praise their products, causing the public to lose their judgment and be unable to determine whether the products are useful. This article will explore the effect of media public opinion in Little Red Book, discussing the relationship between Paris L'Oreal users on Little Red Book and media public opinion, as well as how to use public opinion to influence Paris L'Oreal's user behavior and attitudes. This article uses case analysis with various factors, such as the official flagship store review area on online platforms. Analyzing the false public opinion of Little Red Book on user marketing, the results indicate that internet comments can influence customers' purchasing behavior and judgment, and reshape their consumption concepts.

Optimization of Agricultural Products Network Marketing Strategies —Taking “Tu Niu” Brand Flagship Store as an Example

Optimization of Agricultural Products Network Marketing Strategies —Taking “Tu Niu” Brand Flagship Store as an Example

LIGHTING CONSIDERATIONS FOR A FASHION HOUSE

The study investigated the use of lighting in Nigerian fashion houses. This is built on the observation that most fashion houses are not purpose built. This leads to poor use of day light usage; necessitating the use of artificial lighting which often increases their cost of production. Aside from the effect of poor utilization on the operational cost of fashion houses, it has consequential effect on the wellbeing of staff as well as the quality of materials produced. In view of these shortcomings, the study adopted a case study approach to examine how fashion houses in developed economies have been able to incorporate day light strategies in their construction plans. The study examined three global fashion houses namely; Vionnet’s historic building, CafèModa, and Monsoon Flagship Store. From the analysis, it found that the use of day light strategies improved users experiences as well as reduce operational cost at Vionnet’s historic building. Similarly, the louvre system adopted at CafèModa enhanced users’ ability to control the light penetration depending on times and demands. This enhanced staff productivity as well as reduced expenses on electricity bills. Lastly, at Monsoon Flagship Store, it was found that skylight strategy was used. In as much as it guaranteed the penetration of solar energy, it was found that it could generate heat which could threaten the quality of fabrics used in clothe production. From these findings, the study concluded that Day light not only offers an aesthetically pleasing effect within a space but it also allows for interiors to be well lit free of charge throughout most parts of the day according to the seasonal variations. However, its usage must be within the ambience of industry and environmental regulations.

The Marketing Strategy behind the Continuous High Performance of Nanjing Deji Plaza

With the rapid development of the times, people's quality of life has generally taken a qualitative leap, and their requirements for quality of life are also getting higher and higher. Luxury goods have become a pursuit for quality of life for many people, and many first-line luxury brands will choose shopping malls with superior geographical locations to enter offline flagship stores to maximize their total revenue. How those stores attract high-end brands and what marketing methods they use to maximize their total income is a question worth studying. The report takes Nanjing Deji Plaza as an example. It uses case analysis to analyze the marketing methods of the mall from the internal and external environment, core concept and positioning of the mall, store product strategy and introduction selection, and consumer psychology, and gives some relevant marketing suggestions. Shopping malls attract consumers by many factors, in terms of the environment, which can continue to maintain a height consistent with the positioning of the shopping mall. In the event of damage to the facilities, it should be dealt with promptly to avoid affecting consumer experience. As an independent individual, the concept positioning of the shopping mall should keep up with the pace of the times, always grasp the current needs of consumers, and advocate life concepts to make corresponding adjustments to various details of the shopping mall.

The Successful Marketing Strategy of Apple

In The electronic product market, marketing strategy is a very important factor. Apple is successful in this area. Apple is the first brand to publish a flagship store to market, that provides outstanding service. But the place and service are not enough. In this paper, we will find out why Apple can be successful in the market. we will be using the 4Ps method to research Apple's marketing strategy. The way of Apple uses product ecosystem and word of mouth by customers. And on the other hand, Apple is working through pricing strategy and location of Apple stores.

A Discussion on the Marketing Strategy of Chinese Local Brand of Manly Personal Care Industry: The Case of Make Sense

Current research focused on the factors that motivate Chinese men to purchase grooming products and the marketing strategies of cosmetics and skincare brands in China. This study attempts to fill the research gap about the marketing strategy of Chinese local brands belonging to the manly personal care industry. This paper selects Make Sense, the market leader of the mentioned category above, as the research object. Utilizing the 4P theory to analyze the marketing strategy of Make Sense, this paper reveals that Make Sense has obvious drawbacks in product and place strategy. Lacking products with distinguished advantages, lacking customized products with solutions to problems belonging to diverse skin types, and lacking offline flagship stores are three major problems. This paper suggests that Make Sense can optimize its marketing strategy in the following three paths. Collaboration with more specialized doctors, construction of offline flagship stores, and a greater refinement of product categories are all significant.

코스메틱 플래그십 스토어에 적용된 뷰티테크와 경험디자인 연구

코스메틱 플래그십 스토어에 적용된 뷰티테크와 경험디자인 연구

국내 패션 브랜드 플래그십 스토어의 전시 체험적 특성이 MZ세대의 브랜드 이미지에 미치는 영향에 관한 연구 - 성수동 아더 스페이스 2.0을 중심으로 -

국내 패션 브랜드 플래그십 스토어의 전시 체험적 특성이 MZ세대의 브랜드 이미지에 미치는 영향에 관한 연구 - 성수동 아더 스페이스 2.0을 중심으로 -

Supplier or co-optor: Optimal channel and logistics selection problems on retail platforms

In the platform economy, many brands have already supplied products to platforms (e.g., Amazon.com and JD.com) who operate “self-run (SR)” stores. They face the challenges of whether or not operating flagship stores on the platforms and how to determine the optimal logistics choice (provided by the platforms or 3PL providers). To address these challenges, we explore the optimal channel and logistics selection strategies for brands operating on platforms through building theoretical models. This paper considers three levels of the logistics service difference between platform logistics and 3PL. It guides brands to make operational strategies of being suppliers or co-optors and choosing different logistics services. Our results imply that the brand's optimal choice of operational strategy between being “a pure supplier” or “a co-optor with the optimal logistics service selection” is affected by the logistics service level difference between platform logistics and 3PL, platform's annual service fee, and logistics fees charged by the platform and 3PL provider. Besides, we have identified the condition which could achieve a triple-win situation for the brand, the platform and consumers when the brand determines the optimal channel strategy or logistics mode strategy, respectively. We extend the models to consider consumer return behavior, spillover effect and endogenous platform logistics fee, and find that when considering consumer return behavior and spillover effect, the main results are robust. However, when considering the endogenous platform logistics fee, the brand is extremely reluctant to become a co-optor to adopt platform logistics for its flagship store.

A Study on Consumers’ Perceptions of Museum Cultural and Creative Products through Online Textual Reviews: An Example from Palace Museum’s Cultural and Creative Flagship Store

The digital transformation and innovative development of museums have led consumers to increasingly prefer purchasing museum cultural and creative products through e-commerce platforms. Although this trend shows potential for market growth, the lack of distinct cultural identity and insufficient product differentiation hinder its stable development. Therefore, this study aims to explore consumers' perceptions on Palace Museum's cultural and creative products using cultural hierarchy theory. Taking the Palace Museum's Cultural and Creative Flagship Store on Tmall.com as a case study, the employed evaluation method involves constructing a lexicon of cultural features using Word2vec model and then analyzing online textual reviews to identify these features. Results reveal that among the various cultural features of the products, consumers placed the greatest emphasis on "Materials used" and the least on "Specialty craft". With regards to the cultural features of inner "intangible" level, consumers tend to have a limited comprehension and familiarity with the cultural heritage and histories behind the products. This study provides suggestions to museum professionals to optimize the use of traditional cultural resources and develop a product development plan.

Luxury Brands and Art Collaborations as a Leverage on Brand Equity and Art(Ist) Equity

In 2020, a year of turbulence, seismic in scale and rapid in impact, luxury brands strengthen their relationship with art. While the world is still processing the effects of the last decades (digitalization, sustain- ability, diversity), luxury brands and art collaborations are used as a strategic tool in luxury brand management to create value. As the pandemic1 and broader social outrage exposed fault lines in society, even more luxury brands open flagship stores de- signed in collaboration with archistars (famous architects). Luxury brands establish foundations where art is exhibited and promoted. Culture funds become the new patrons of art. Limited art editions of iconic luxury products turn to revenue boosts. This research focuses on a case study of luxury brand and art collaborations. The ten most valuable luxury brands are used to analyze luxury brand and art collaborations as a leverage on brand equity and art(ist) equity. The bleeding of personal luxury good brands as well as contemporary visual arts are focused. The study identifies particularly positive effects de- riving from art in the creation of equity value. The core issue discussed is whether contemporary art may represent a possible strategic tool for competing and differentiating in the global luxury industry up to 2030. The research investigates two main concepts that rep- resents the theoretical framework: art and luxury. Literature research deductively links this case study with appropriate theories on brand equity and art(ist) equity. During this, a time horizon between 2019 and 2021 is chosen to address the latest insights in luxury brands and art collaborations. The topic is investigated explorative and qualitative with expert interviews. To tackle the research topic all-encompassing, the following groups of recognized stakeholders have been inter- viewed: (1) luxury brands, (2) artists, (3) art galleries, (4) trend- and market researchers, (5) luxury customers and (6) city. Finally, managerial insights on the implementation of artistic collaborations are derived and suitable strategies for luxury brands who plan to be involved in such collaboration agreements are suggested. The sticking point in former academic research has always been concrete proof that luxury brands and art collaborations lead to an increase in equity beyond a short-term social media buzz or press coverage. This is the reason why this paper develops an S-O-R equity model to show the causality effects of such collaborations.

The paradox of authenticity: The Korean Product Showroom of Mitsukoshi department store in colonial Seoul

AbstractMitsukoshi, a famed Japanese department store, opened a Korean Product Showroom in its Keijō (Seoul) branch in 1930. The Korean Product Showroom was the only space decorated in ‘Korean style’ within the Keijō Mitsukoshi building, which was designed in Neo-Renaissance style, much like its flagship store in Tokyo. This showroom offered Korean artefacts as luxury souvenirs aimed at Japanese tourists. The most popular items sold in the showroom were Koryŏ-style celadon ware and lacquerware inlaid with mother-of-pearl, which Mitsukoshi ordered from local workshops in Korea. Interestingly, the workshops were run by Japanese entrepreneurs and sometimes even employed Japanese artisans. This article examines the inauthentic authenticity of ‘Korean style’ and ‘Korean products’ that the Japanese produced and consumed in colonial Korea. It does not imply that only Koreans are entitled to represent Korean culture. There have been many studies asserting that Korean culture was destroyed and distorted from its ‘original’ forms by Japan’s cultural genocide during the colonial period. This article neither is interested in repeating such criticism nor focuses on recuperating genuine Koreanness. Rather, it explores why the Japanese desired ‘pure Korea’ and how that desire shaped ‘Korean style’ and ‘Korean products’ through Keijō Mitsukoshi’s Korean Product Showroom and its products.

Analysis of Rolex's Marketing Strategy in Quartz Crisis and Its Inspiration to Other Brands

This paper first describes the status of Rolex in the luxury watch industry. Today, Rolex is an international luxury watch brand, with flagship stores, distributors and franchise stores all over the world and people regard owning a Rolex as a symbol of success. And then this paper describes the quartz crisis, which is crucial to Rolex's successful transformation into a world-class brand as it was previously a niche, utilitarian Swiss watch brand , and draws out the efforts made by Rolex in the three aspects of brand positioning, brand value and brand culture during the quartz crisis. In this crisis, Rolex accurately understood the changes in the market, located customer groups as well understood their needs. Rolex also enhanced their brand value from multiple aspects, made their products luxury, and established their own brand culture in the subsequent development of the brand in response to the crisis. Finally, the reference value of these strategies for other brands is proposed.

The Application of Fashion Features in Commercial Space Design—A Case Study of Alexander McQueen

Contemporary mass consumers usually start from the practicality and functionality of products to the image of enterprises when shopping. Enterprises should provide a reasonable space to use the product concept that they want to convey to consumers to make an issue in the design of brand commercial space. Such commercial space design can not only accurately convey the brand culture, but also show the space concept suitable for product design, from the visual immersive feeling space and product combination. In recent years, top luxury brand companies have begun to popular new business models, and flagship stores are one of the most popular models in typical commercial building space. Alexander McQueen has made remarkable achievements not only in the field of fashion design, but also in the field of business. His works are full of fantasy and unique aesthetics. This article takes Alexander McQueen as an example, from the designer's fashion design characteristics as the core basic argument, through the design work to make relevant research and discussion, and then to the brand fashion characteristics in the commercial space. The use of a comprehensive understanding of the promotion is to convey the important role of product characteristics in commercial space.