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| Author: | Moore, C. M. Doherty, A. M. Doyle, S. A. |
| Title: | Flagship stores as a market entry method: the perspective of luxury fashion retailing |
| Journal: | European Journal of Marketing
2010 : VOL. 44:1/2, p. 139-161 |
| Index terms: | international marketing market entry fashions industry retailing |
| Language: | eng |
| Abstract: | This study investigates the role and function of flagship stores as a market entry mechanism of luxury fashion retailers. The findings of the research identify the defining characteristics of luxury retailers' flagship stores. They are found to represent a strategic approach to market entry employed to support, enhance and develop distribution activities in a foreign market. The results highlight the interdependence of flagship stores and the wholesaling method of distribution. The flagship stores are found to be significant in reinforcing the retailer's luxury status and enhancing relationships with customers and distribution partners. |
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