The aim of this paper is to explore the contribution of heritage and innovation in the design of flagship stores, and their implications for luxury brands.
The Literature Review begins with an assessment of the concept of luxury and the role of flagship stores. It subsequently examines theories of history and heritage in branding. architecture and the built environment in the context of brand identity. Buildings generally have been understood to symbolise good taste, power, and status and can embody heritage. Corporate identity has provided an additional focus for many commercial architectural projects in which innovative designs have been an important point of distinction for luxury brands. The use of buildings as a selling and branding device has led to the appearance of the expressive, or iconic landmark.
The findings demonstrate that luxury brands can develop and extend their identity through such innovative, iconic buildings and also from a heritage perspective, differentiate themselves by the meaning, reputation and patterns of usage developed in the past. While meaning and brand values change over time, through the use of distinctive buildings, firms can invoke consumers’ repertoires of memories.
|Type of Research:||Conference, Symposium or Workshop Item (Paper)|
|Keywords/subjects not otherwise listed:||brand, flagship stores, iconicity, identity, marketing, retail|
|Your affiliations with UAL:||Colleges > London College of Fashion|
|Date:||14 April 2011|
|Copyright Holders:||International Foundation of Fashion Technology Institutes|
|Event Location:||Institute Francais de la Mode|
|Projects or Series:||Research Outputs Review (April 2010 - April 2011)|
|Deposited By:||INVALID USER|
|Deposited On:||26 Jan 2012 15:27|
|Last Modified:||26 Jan 2012 15:27|