While some retailers are still in a wait-and-see mode, others are clearly refusing to sit still when it comes to maintaining a branded store experience. The proof? The fact that flagships are enjoying a much-welcomed revival. Retail brands such as Topshop, Diesel, Forever 21, Swarovski, JCPenney, Hollister, L.L.Bean, Guess, Juicy, New Balance, Levi Strauss & Co., Walgreens, J.Crew, and many more, are all investing in new flagship stores or renovating current ones. At a time when pop-up stores are filling vacant retail spaces and big-box retailers are scaling back, it might seem counterintuitive that flagships are on the cusp of revival, but there is clear evidence that flagships are being strategically positioned around the globe.

What qualifies a store for a “flagship” label? It’s a designation that’s applied pretty liberally when it comes right down to it. Generally if a store is the first one of its brand in a city or country, if it’s in a particularly prestigious location, if it has unique features, or if it’s larger than the average store in the chain, it gets labeled as a flagship. Beyond that, the real responsibility of a flagship is to deliver an experience to the consumer unlike any other store in the fleet.

Flagships are an important facet of the entire brand experience and bear the burden of pulling a little extra weight for the retailer. A flagship is the pinnacle of the in-store experience and can be used as a payback to the consumer—rewarding the consumer in a time when she needs a little thank you for being so brand loyal. It’s not about a larger footprint (which some might associate with the term “flagship”) or conspicuous consumption and over-the-top displays. It’s about creating a true brand experience—the brand in its purist form.

During a recent global retail tour we had the opportunity to experience some flagships firsthand.


Swarovski Crystallized
Tapping into the global trend for individual, customized fashion statements, Swarovski created the Swarovski Crystallized Lounge and Café in New York. Interestingly, the location is not Upper East Side or Park Avenue; Swarovski made the strategic choice to locate their flagship in the heart of fashion-forward SoHo. From the “Library of Light,” where items are conveniently categorized by color, size and cut, shoppers can choose from over 2,000 “elements,” including crystals, gems and pearls. But with all the mind-boggling choices, a girl might need a little help. Luckily, Swarovski provides a computer program to assist shoppers in determining their design preferences; helpful but unobtrusive associates provide hands-on guidance for those who need it. Behind the retail space is a cool, expansive café and on the lower level a tranquil museum-like space in which to contemplate the multi-faceted Swarovski Empire. Tying the whole sophistication of the store together is a crystallized chandelier in the stairwell pouring down from the ceiling and splashing to the lower level.


Diesel Planet - New York
With over 700 different denim styles and washes on every floor, there’s no shortage of selection in the new Diesel “Planet” on 5th Avenue. Lights are low, volume is high, and the combination of aged wood, burnished metals, rustic found objects and matte stainless steel give a weathered smokiness to the interior. The stark contrast in textures also embraces an ‘opposites attract’ mentality, combining different items that work together harmoniously. The store offers several one-of-a kind features such as a denim laser-etching machine, “photographing mirrors” that allow shoppers to see 360 degrees of fit, messenger service, same-day tailoring, storewide Wi-Fi, e-commerce portals, wireless cash stations, VIP services, and a DJ booth.


Diesel - Sao Paulo
Diesel gets extra credit for their fabulous Brazilian flagship outpost in Sao Paulo’s uber-trendy Oscar Freire neighborhood. Not a copy-cat of their New York cousin—but obviously from the same family—the Sao Paulo store is all clean lines and intersecting planes. Fixtures and furniture pieces collide in the most interesting of ways. Super-luxe product (think US$2500 shoulder bags) is beautifully displayed alongside the DJ booth (just like in New York.) And the customer service? To die for... a very pleasant (and very handsome) associate gave us a personal tour of the space, politely turned away while we clicked some pix, and even showed us the rock-star worthy VIP fitting rooms.



Kate Spade
Kate Spade’s summer inspired flagship design in New York is the epitome of classic simplicity with whimsical fun. The perfectly branded window displays and signature entry stripe immediately encourage pedestrians to enter the store. The signature stripe draws you into the space where you see vintage props mixed with merchandise all telling a unique brand story. Behind the cashwrap Kate uses a lifestyle narrative complete with 3D brand-right elements to make it come to life. In the back of the space shoppers will even find a vintage typewriter/tweetwriter to say hello to friends or brag about a fabulous new purchase. Messages are posted on Kate Spade's Twitter site: http://twitter.com/katespadeny.

And that’s just a sampling of our favorite flagships. All over the world, from San Francisco to London to Shanghai, retailers are putting their best foot forward in one-of-a-kind environments that personify their brand and connect to their core shopper with true experiences that aren’t available at the local mall. Is it time for your brand to consider a new experience for your customers, and for you to get some props for your brand vision? Something to consider…give us a call and we’ll talk you through it.