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A Look Ahead
themselves in the latest sunglasses.
Technology can also be used for more
practical purposes. At Zara’s Los
Angeles location, LED screens in each
section display brand information.
Flagships Stores De;ned
Shoppers might only know ;agships
as “big stores,” but more than size
distinguishes these shopping destinations. A ;agship retail store is a
leader in its ;eet. Flagships can be
larger, in a highly prominent location
and/or carry exclusive merchandise.
Typical features include the following:
Massive stores impress the shopper
with their sheer size. They also provide the space needed to extend the
merchandise mix beyond the range
of an average store and allow room
retailers to experiment
store layouts and new
technology that may
someday be rolled out
to their full ;eet.”
for those unique extras that make
;agships special. Sizewise, most ;agships just plain dominate.
Traces of a brand’s history often
can be found throughout a ;ag-
ship location. Paying homage to the
past invites guests into the retailer’s
culture. Whether through museum-
like displays detailing elements of the
brand’s origins or the presence of an
iconic piece of merchandise on which
the brand prides itself, the ;agship
space is a canvas where a retailer can
display its heritage.
One-of-a-kind artwork can serve as an
added attraction for a store. It also
lends an air of authenticity and extravagance. Artwork is most typically
found in luxury apparel ;agships.
New retail technology, especially
tech that would be too expensive to
put in every store, is often tested in
;agships. Electronics are sometimes
used to amuse and entertain, but they
can also inform and educate.