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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 0959-0552
- DOI
- 10.1108/09590550810880589
- Publisher site
- See Article on Publisher Site
Abstract
Purpose – The paper seeks to explore the phenomenon of the flagship store from the perspective of brand management and brand context within the luxury furniture sector. Design/methodology/approach – Adopts a case‐study approach, focusing upon Milan‐based furniture manufacturer and retailer B&B Italia and comprises interview derived data and archive material. Findings – Recognises the difficulty associated with manufacturing/product‐orientated organisations to establish a brand context. It identifies that the forward integration of luxury manufacturing companies into retailing, through the establishment of flagship stores provides such companies with an opportunity to provide a context for their brand and exercise a level of control over its manifestation that is difficult to achieve through other distribution channels. Research limitations/implications – Highlights the value of forward integration as a means of establishing brand context and experience. Originality/value – Demonstrates the wider value of the flagship store as a brand management device and the potential contribution to brand communication for non‐retail based organisations.
Journal
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Jun 6, 2008
Keywords: Brand management; Stores and supermarkets