ABSTRACT
A review of the tourist marketing activities of any major European city typically includes some reference to the nature of that city’s retailing offer and specifically the flagship stores that are operated there by the leading international fashion companies. As such, flagship stores have emerged as an essential ingredient of the consumption landscape. For example, the Louis Vuitton flagship store in the Champs Elysées in Paris has been identified as one of the top tourist attractions. Tourists and locals alike are pulled by the allure of this great testament to the glamour, status, fantasy and prestige of arguably the world’s most successful luxury brand.
