Flagship stores aim to achieve more than being just a store. It has to be many things to be successful: a hub for the brand, a destination, it should be an immersive experience. “The physical features of a shop which is translated into emotional ones” (Nobbs et al. 2012). I decided to reflect on the Louis Vuitton store in New Bond street, which I have visited on multiple occasions. As a flagship store I think for the most part it succeeds in all elements. The location is ideal: it is located in a highly populated high end shopping area, which draws in the cliental that they are aiming for. From outside, looking in the store, window displays are ostentatious, almost cluttered with branding; this portrays LV’s bold brand identity. Visual merchandising throughout the store tells the story of the brand, with leather goods and mannequins being displayed on iconic LV trunks. In my opinion, this concept pays homage of where they started from, which also shows the evolution of their brand. Moreover, the whole atmosphere of the store communicates authenticity, which gives the consumer quality assurance. The store provides a true luxury experience from the viewpoint of visual merchandising and layout, at the same time attracting fashion tourists and maintaining exclusivity through extensive product ranges.
Creation of brand identity and atmosphere through experiential touchpoints is essential for a luxury brand. Louis Vuitton London flagship is a good example of successful implementation of luxury flagship concepts.
Nobbs, K, Moore, C, M and Sheridan (2012) ‘The Flagship Format within the Luxury Fashion Sector’ International Journal of Retail & Distribution Management