Open Access Research Article

Luxury Strategy Comparing SPA Brands and Luxury Brands — Flagship Store Strategy for Large Store Location —

Shin’ya Nagasawa1* and Norihiro Suganami2

1Graduate School of Business and Finance, Waseda University, Japan

2Tanseisha Co. Ltd., Japan

Corresponding Author

Received Date: December 11, 2020;  Published Date: January 12, 2021


Not only luxury brands, but also fast fashion brands such as ZARA and H&M have successfully opened flagship stores in prime locations such as Ginza, Tokyo. The market-entry strategy via flagship stores appears to be successful, as numerous companies have adopted it. However, for this strategy to work, it is important to consider and verify not only the place, but also the product, price, and promotion aspects. This study systematically investigates the flagship store strategy by comparing the strategies of luxury brands, represented by Chanel and Louis Vuitton, and those of SPA (Specialty store retailer of Private label Apparel) brands, represented by ZARA, developed by the Spanish Inditex Corporation.

Keywords: store location, flagship store, brand building, luxury strategy

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