Tuesday, 2 October 2012

Perfecting the Art of 'Flagship'

Successful retail is not just about the product that you sell. It’s about the way you sell it.

As the world of innovation continues to expand, the online space is snowballing with new developments, products, platforms and operating systems that all call for something customized. Smart retailers are still realizing the potential of brick and mortar stores – and not only that, they’re embracing it as part of their omni-channel strategy.

Originally a term heralded by the lead ship in a fleet of vessels, flagship has become synonymous with retail.

While the phrase is usually limited to the largest retail store in a chain, providing the largest range of product, it’s also about the offering. Whether they offer the biggest selection, or the smallest, but most prestigious line within the brand, it works either way.

The Flagship store gives retailers the opportunity to promote the absolute epitome of their retail offering.  Oozing with brand personality and showcasing the best in their shopping experience with the finest array of stock, world class merchandising, additional services and a sleek design.
It’s an impressive contest worldwide to be the best of the best.

Size Matters
Whether the store footprint is a 50 square metres, or 500 square metres; optimizing the space is essential. 
High ceilings, oversized chandeliers, empty spaces, oversized merchandising, spacious layout, shiny, bright and eyecatching.
Or dinky and quirky, promoting the smallest, most high end range with a minimalistic approach to the design (albeit, very strategic, original and creative).

Nike flagship store in Chicago

New Zealand’s well known female fashion brand Glassons has created led a spring theme throughout their Newmarket flagship store.
Burberry store in Regent Store
Sleek Design
The competition in the technology sector continues to heat up. Apple and Samsung are going head to head to compete for the smart phone market and this is leading to stores that are trying to outplay, or perhaps match, the competition. 

This impressive design is from the Apple Store in the Netherlands.

The Pop-up Store
Creating excitement around temporary retail sites is an ever increasing trend. Not only is it an attractive idea for those looking to hold off on signing long term leases, but it also gives the opportunity to create hype around new products, or trial a new service idea.
As social media continues to grow in strength as an advertising tool – word of mouth can grow exponentially, often enhanced by guerilla style marketing.
Pop-up stores can range in length of time – from a couple of weeks to a year.

The Swiss Luxury watch maker, Hublot, ran a pop up store during the Singapore Grand Prix - for a total of 10 days.

Ksubi pop-up store

H&M ‘Beach’ pop up store

After the devastating earthquakes in Christchurch, New Zealand retail took pop-up to a whole new level with the creation of the temporary ‘Container Mall.’ This concept utalises shipping containers where retailers have created their individual pop-up style stores.

It used to be about the size of the store and the quantity of products available. Now we look for the whole package; it’s all about the experience. From service and product range through to integration, technology, design and WOW factor. Global brand are spending up large to perfect the art of flagship.  

No comments:

Post a Comment