3 Reasons Why High-End Brands Need Beautiful Flagship Stores
When you go to some of the major shopping cities in the world, whether it is London, New York, Milan or Tokyo, it can often be as impressive to see the architecture of some of the designer shops as well as the other well-known landmarks of the destination. Some stores belonging to brands like Chanel are award-winning pieces of architecture in their own right, often designed by giants of the architecture world known for their incredible creativity like the architect, Peter Marino. But why do these brands need the work of a top architect?
Here are three reasons why outstanding commercial property design is important to the major fashion houses:
Brand Identity Built on Exquisite Design and Taste
There is no denying that some designer clothing and accessories can be extremely expensive – excessively so, some might say. The reason that people are willing to spend these large sums of money on their products is a combination of the prestige of the brands, their quality, and the sense that the designer offers something exquisite and unique in terms of design, and has incredibly good taste. There is a sense that these are products nobody else could have designed and made. By having unique, breathtaking buildings to sell their products from, labels like Chanel and Dior can enhance this part of their brand identity and show even those customers who don’t shop there that they have the ultimate in design.
Attracting Wealthy Destination Shoppers
Another reason why big-name luxury brands choose to have such incredible flagship stores in major cities around the world is to attract wealthy people who visit these destinations to take a look. While they may well have a Chanel store in the city they live in, when they are traveling to other cities and see a remarkably different and beautiful building housing the brand, they are likely to want to go inside and shop. By giving each store in each major city its own look and feel, each becomes an interesting place to visit, even if the collections on sale are similar to products those shoppers could find in their own local store.
Brand Awareness and Publicity
If you were visiting a new city, it is unlikely you would take a picture of the local branch of Gap and share it online. However, if you saw an incredible building like the Chanel store in Zaragoza, Spain, you may well be as inclined to post it as you would a picture of an interesting fountain or church you saw on your travels. This keeps the brand visible, as people are interested in these buildings whether they shop in them or not. Equally, beautiful buildings mean coverage in non-fashion related publications, meaning more publicity for the brands.
Stunning, unique, and interesting buildings become landmark features in the high-end shopping districts around the world that house them. This provides a lot of benefits for the top end brands who are able to commission them, and they are often incredible to see.