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.

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

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