Category
Art & Design
Oven Aesthetics
Trend cluster
Category
Narrative
Flagship
Large brands offer unique amenities in-store to establish personality.
5.3
Trend score
Trend
What is the Narrative Flagship trend?
Narrative Flagship: As brick-and-mortar retailers work to entice consumers into stores, many established brands are moving to incorporate unexpected offerings in the form of personalization kiosks and other amenities. Often integrated into a brand's foremost flagship boutique, such experience-focused incentives serve to funnel consumers into a physical store, where they can better grasp both product function and brand history. This shift suggests the power of flagship stores in articulating a brand experience and showcases the potential of such interactions as a crucial "brand touchpoint."
Trend themes
Themes within the Narrative Flagship trend
Three behaviours holding the trend together01
Experience-focused Incentives
Brick-and-mortar retailers are incorporating unexpected offerings in the form of personalization kiosks and other amenities in their flagship boutiques to entice consumers into the store.
02
Experiential Retailing
Retailers are focusing on creating immersive in-store experiences, such as in-house facials, interactive spaces for gigs, and VR technology-equipped smart tables, to draw in customers.
03
Personalization Kiosks
Retailers such as Coach and MUJI are incorporating customization kiosks in their flagship stores to allow customers to personalize their products and increase brand engagement.
Industry implications
What the Narrative Flagship trend means for industry
Where the trend changes the playbookFor
Luxury Retail
Luxury retailers are incorporating amenities such as in-store facial treatments and bespoke services to provide a customized and personalized shopping experience.
For
Grocery Retail
Grocery retailers are incorporating playful design elements, such as playgrounds and draft beer shacks, and comfortable seating for busy shoppers to provide an enhanced in-store experience.
For
Sports Retail
Sports retailers are creating gamified shopping experiences and incorporating tablets for browsing their online product selection in their stores to increase customer engagement.
Workshop question
What are some ways your brand can communicate your heritage and history in a more experiential manner?
Trend signals
Trend signals for Narrative Flagship
Trend score 5.3 out of 10, from popularity 76%, activity 76%, freshness 8%.
Popularity76%
Activity76%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Narrative Flagship trend
9 featured examples from Mar 26, 2015 to Apr 18, 2017CategoryBusiness
Concert-Ready Retail Stores
This New Dr. Martens Store Boasts an Interactive Space for Gigs
Shoe retailers can explore the possibilities of customization stations and exclusive designs to differentiate themselves and build customer loyalty.
CategoryEco
Community Hub Supermarkets
This Award-Winning Whole Foods Austin Location is a Retail Playground
Supermarkets can embrace the trend of creating community hubs that provide more than just a shopping experience.
CategoryBusiness
Handbag Personalization Kiosks
Coach Has Debuted a 'Craftsmanship Bar' Flagship Retail Concept
Retailers can implement personalization kiosks and convenient services to stay competitive and improve customer experience.
CategoryArt & Design
Minimalist Design Emporiums
The New MUJI Fifth Avenue Store Has a Custom Scent Lab
Incorporating unique and interactive experiences, like MUJI’s Aroma Labo, can increase foot traffic and sales for retailers.
CategoryBusiness
Gamified Athletic Retailers
This Decathlon Connect in Munich Features Digital Amenities
Sporting goods retailers can explore gamification and digital amenities to create engaging shopping experiences.
CategoryBusiness
VR Convenience Stores
This 7-Eleven Features Smart Tables Equipped with VR Technology
Incorporating immersive technology in convenience stores creates disruptive innovation opportunities for the retail industry.
CategoryBusiness
Upscale Watch Boutiques
The New London Larsson & Jennings Location Boasts an In-Store Fika Bar
The luxurious watch boutique industry can disrupt traditional retail by offering customized services and in-store experiences that enhance consumers' shopping journeys.
CategoryMarketing
Korean Beauty Brand Flagships
The Sulwhasoo Flagship Store Features an In-House Spa
Skincare brands can take advantage of the rising interest in Korean beauty products by creating innovative and experiential flagship stores.
CategoryFashion
Luxe In-Store Facial Treatments
The Aesop Richmond Boutique Will Now Offer In-store Spa Facials
The skincare industry can capitalize on the trend of in-store facial treatments by integrating them into their retail spaces, providing value-added services to customers.
