FLAGSHIP SHOP STRATEGY FOR BRAND BUILDING: — CASE OF UNIQLO —

Shin‘ya Nagasawa, Norihiro Suganami

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/351674

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Global Marketing Conference

2018 Global Marketing Conference at Tokyo (2018.07)
pp.1144-1156

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

Most of the luxury brands have flagship shops. In recent years, Fast fashion brands also have flagship shops. Both flagship shops are large store, situated in special place such as Ginza for brand-building. However, flagship shop importance is not only place and size but also Product, Price, Promotion. In this article, we investigate flagship shop strategy and the relationship between flagship shop strategy and brand building by case Uniqlo.

Keyword

Uniqlo store location flagship shop brand building luxury strategy

Table Content

ABSTRACT
Introduction
Previous studies on flagship shops
Overview of fast retailing co., ltd.
Uniqlo’s overseas expansion
  Uniqlo’s Overseas Expansion Failure – Case of Britain
  Uniqlo’s overseas expansion success – US case
Uniqlo flagship shop 4P analysis
  Products
  Price
  Place
  Promotion
Flagship shop strategy systematization
  Products
  Price
  Place
  Promotion
  Flagship shop strategy and brand building
Verification: new york fifth avenue global flagship store
Conclusion
References

Author

Shin‘ya Nagasawa(Waseda University, Japan)
Norihiro Suganami(Tanseisha Co. Ltd., Japan)

KOREASCHOLAR

FLAGSHIP SHOP STRATEGY FOR BRAND BUILDING: — CASE OF UNIQLO —