The Role of Flagship Stores in Fashion Brands' Branding Strategies

Flagship stores in high-end fashion are not just retail spaces; they are cultural landmarks, brand temples, and platforms for storytelling. Their cultural significance is deeply rooted in the brand's identity and has a profound impact on customers' perceptions of the brand. A recent example is LVMH's unveiling of new Tiffany & Co. and Louis Vuitton flagship stores on Rodeo Drive in Los Angeles, underscoring how top luxury brands continue to leverage flagship stores as significant retail outlets and powerful advertising tools.

Image credit: Illustration by Business of Fashion (Source: Business of Fashion, 2025)

Flagships as Brand Shrines

Louis Vuitton flagship stores are designed to showcase the brand's history and innovative ideas. For example, its Maison Vendôme in Paris showcases the craftsmanship of its famous trunks, featuring exhibitions and interactive brand experiences. LVMH recently renovated Tiffany & Co.'s Fifth Avenue Landmark in New York City, which is now a cultural destination with its "Blue Box Café" and curated jewelry exhibitions. These areas make shopping a more immersive experience, which strengthens emotional ties with customers.

Architecture plays a pivotal role in flagship branding, serving as a canvas for the brand's innovation and creativity. Chanel's Ginza Namiki flagship store in Tokyo, with its reflective glass façades, pays homage to Coco Chanel's love for mirrors. Gucci's Via Montenapoleone store in Milan seamlessly blends Italian culture with modern art installations. Prada's Epicenter on Broadway in New York, designed by Rem Koolhaas, stands as a testament to experimental retail architecture that transcends the boundaries of fashion.

A Plan for the Whole World

Flagships are also about where you stand in the world. Hermès' Maison in Shanghai demonstrates the company's commitment to establishing China as a luxury hub. Dior's flagship store in Cheongdam-dong, Seoul, designed by Christian de Portzamparc, showcases the importance of South Korea to the fashion industry. Brands strengthen their global dominance by adapting to local culture through carefully chosen flagship locations in cities such as Paris, Milan, New York, Tokyo, and Seoul.

More than just shopping: experience and exclusivity

Increasingly, modern flagship stores are evolving into multifunctional cultural spaces. The Burberry flagship store on Regent Street in London uses technology to offer AR experiences and digital product drops. The Nike House of Innovation in New York is both a store and a tech lab. Personalization and interactivity keep customers interested. This experiential approach fosters loyalty and encourages people to discuss luxury fashion brands on social media, a crucial aspect in today's marketing landscape.

The Future of Flagships in Branding

Flagships are becoming increasingly important as online shopping continues to grow. They are not only sales drivers, but they also anchor brands. They represent heritage, creativity, and uniqueness, things that can't be copied in digital commerce. This is why big companies like LVMH, Kering, and Richemont continue to invest a significant amount of money in these real-life displays.

From Global Brands to Your Career Path

Anyone who wants to work in fashion marketing needs to know what flagship stores do. Our Fashion Marketing program at Raffles Jakarta teaches students how to analyze, plan, and generate innovative ideas in the rapidly evolving world of luxury and retail. Students learn how to shape the future of fashion branding by studying flagship concepts and making experiential retail campaigns.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Business of Fashion. (2025, August 29). Bernard Arnault bets on LA’s Rodeo Drive with new Tiffany, Louis Vuitton flagship. Business of Fashion. https://www.businessoffashion.com/articles/luxury/bernard-arnault-bets-on-las-rodeo-drive-with-new-tiffany-louis-vuitton-flagship/

Chanel. (2021). Chanel opens Ginza Namiki flagship boutique in Tokyo. Chanel News. https://www.chanel.com

Gucci. (2023). Gucci Via Montenapoleone flagship. Gucci. https://www.gucci.com

Prada. (2020). Prada Epicenter New York. Prada. https://www.prada.com

Tiffany & Co. (2023). The Landmark: Tiffany’s Fifth Avenue Flagship. Tiffany. https://www.tiffany.com

Hermès. (2022). Hermès Maison Shanghai. Hermès. https://www.hermes.com

Burberry. (2021). Burberry Regent Street flagship. Burberry. https://www.burberry.com

Nike. (2023). House of Innovation NYC. Nike. https://www.nike.com