The flagships sweep wherever they appear. Next we will see what they are and why they are fashionable. | Image: freestocks
In recent decades, people who work in almost any job sector know the importance of having a good marketing plan, because without it, businesses are doomed to failure. In a capitalist world, where breaking into the market is so difficult, Flagships appear as a proven advertising tool , but why are they sweeping?
Before beginning to assess the effectiveness, we must stop at the origin and meaning of this practice increasingly used, as attractive to large businessmen as it is to the general public.
What is a flagship
The translation of this anglicism can be “flagship”. These types of ships are characterized by being large, exceeding five hundred tons, with several decks, and can have both commercial and military purposes. In addition , it is usually a symbolically important ship and serves as a reference for the rest of the fleet , so it is common to find large positions.
Obviously, this is not the meaning we are looking for, but the characteristics for the example we are talking about below are representative.
Well, a flagship, also known as a flagship store or concept store, is a store of a specific brand of products (clothing and technology being the most common) where the entire range of articles of the same is widely displayed in style.
Therefore, the flagships are places of reference for the brands, not only as points of sale, but also as centers where they demonstrate the style and essence of each brand, thus managing to differentiate themselves from the others.
How are Concept Stores usually?
Without a doubt, the adjective that best defines them is luxury. As expected, only the most prestigious brands with the highest income can afford this type of project. These stores are usually located in multi-storey buildings with outstanding and emblematic architecture within the urban environment in which they are located.
Inside these buildings, the products that are sold, in reality, do not have to be very different from those of another store of the same brand. They may well be larger spaces, but the variety of garments is usually not much greater. So what is the difference?
The basic difference is the presentation. In a flagship, the products are sold as true works of art. This conveys to the buyer that what he has in front of him is unique , even though it can be found in many other establishments around the world.
Added to this, the buyer can really enjoy walking through the store, where they will find avant-garde decoration, consistent with the brand. It is also common to find a cafeteria or bar, at the same level as the concept store that we are visiting, where we can relax and chat in company.
It is not even uncommon to find common areas for customers to socialize or areas where they can leave the little ones, allowing adults to enjoy a visit to the store. During your stay, it will be common to find workers who will offer you personalized and distinctive attention .
Online Store vs. Flagship Store
Perhaps surprisingly, despite the impressive growth and success of online stores, this type of sales and advertising strategies continue to account for much of the money invested by brands. Well, perhaps it is not so surprising when the following reasoning is made:
If a large clothing brand, such as ZARA, for example, decides to make the leap to online shopping, it is logical that from the moment zero thousands of users make their online shopping; But the effectiveness of online stores is only ensured when a brand has previously built a reputation.
This is why physical stores will never disappear, because it will always be the best way to attract customers and make yourself known, through human and personalized attention, also offering a live display of the products and the space.
Because it is only after having built a solid brand image, when online stores work easily. Otherwise, it would be very difficult to differentiate several clothing brands just by their web pages . This is where the Flagships are killing it.
How long will this fashion continue?
Everything points to the fact that this “fashion”, which more than fashion is a new marketing strategy, will continue to expand for a long time. The reason is simple, intellectuals in this field have realized thatbrands should not sell products, but things that people identify with .
It is no longer a question of offering an article that satisfies a need, that is a thing of the past; now big name brands are looking to personalize their brand. This is achieved, not only by selling attractive clothes, but also by teaching the consumer who wears those clothes and how they wear them, in such a way that people can identify with the product and make them part of it. This turns the consumer into a faithful follower of the brand .
It’s easy to see when we look at Coca-Cola advertising. This well-known brand of soft drinks no longer advertises to make itself known or sell more, but to sell a much larger image, which in this case is that of happiness. In such a way that future generations do not see this drink as a product, but as part of their happiness.
In short, the Flagships Stores are here to stay, and they are the future of marketing for the big brands, which no longer sell products, but instead sell a unique image surrounded by ideas with which the consumer must identify .
