chapter  13
9 Pages

Virtual flagships


This chapter aims to synthesize existing knowledge of flagship retailing with an analysis of fast evolving virtual environments facilitated by the Internet. In this respect the chapter is exploratory and conceptual in parts, drawing from observations, interviews and the author’s consultancy experience in the field of luxury branding. A key objective is to suggest that the notion of the flagship as a real-world retail format can evolve into a new shopping arena in a virtual world.