Not only luxury brands, but also fast fashion brands such as ZARA and H&M have successfully opened flagship stores in prime locations such as Ginza, Tokyo. The market-entry strategy via flagship stores appears to be successful, as numerous companies have adopted it. However, for this strategy to work, it is important to consider and verify not only the place, but also the product, price, and promotion aspects. This study systematically investigates the flagship store strategy by comparing the strategies of luxury brands, represented by Chanel and Louis Vuitton, and those of SPA (Specialty store retailer of Private label Apparel) brands, represented by ZARA, developed by the Spanish Inditex Corporation.

ABSTRACT
INTRODUCTION
PREVIOUS STUDIES ON FLAGSHIP STORES
RESEARCH PURPOSE AND METHOD
FIELD SURVEY RESULTS
DISCUSSION
CONCLUDING REMARKS
ACKOWLEDGMENT
REFERENCES

• Shin’ya Nagasawa(Waseda University, Japan) Corresponding author
• Norihiro Suganami(Tanseisha Co. Ltd., Japan)