# Narrative Flagship Large brands offer unique amenities in-store to establish personality. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Mar 15, 2016 | Category: [Art & Design](https://www.trendhunter.com/pro/category/modern-art-and-design-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/narrative-flagship ## Key Figures - Trend score: 5.3/10 - Evidence articles: 9 ## 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." ## At a Glance - Evidence: 9 featured examples - Articles from: Mar 26, 2015 to Apr 18, 2017 - Published: Mar 15, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Narrative Flagship trend ### 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. ### 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. ### 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. ## What the Narrative Flagship trend means for industry ### For 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 for Narrative Flagship Trend score 5.3 out of 10, from popularity 76%, activity 76%, freshness 8%. - Popularity: 76% - Activity: 76% - Freshness: 8% ## Examples of the Narrative Flagship trend 9 featured examples from Mar 26, 2015 to Apr 18, 2017. - [Concert-Ready Retail Stores](https://www.trendhunter.com/trends/dr-martens-store): This New Dr. Martens Store Boasts an Interactive Space for Gigs (Category: Business) Implication: Shoe retailers can explore the possibilities of customization stations and exclusive designs to differentiate themselves and build customer loyalty. - [Community Hub Supermarkets](https://www.trendhunter.com/trends/whole-foods-austin): This Award-Winning Whole Foods Austin Location is a Retail Playground (Category: Eco) Implication: Supermarkets can embrace the trend of creating community hubs that provide more than just a shopping experience. - [Handbag Personalization Kiosks](https://www.trendhunter.com/trends/craftsmanship-bar): Coach Has Debuted a 'Craftsmanship Bar' Flagship Retail Concept (Category: Business) Implication: Retailers can implement personalization kiosks and convenient services to stay competitive and improve customer experience. - [Minimalist Design Emporiums](https://www.trendhunter.com/trends/muji-fifth-avenue): The New MUJI Fifth Avenue Store Has a Custom Scent Lab (Category: Art & Design) Implication: Incorporating unique and interactive experiences, like MUJI’s Aroma Labo, can increase foot traffic and sales for retailers. - [Gamified Athletic Retailers](https://www.trendhunter.com/trends/decathlon-connect): This Decathlon Connect in Munich Features Digital Amenities (Category: Business) Implication: Sporting goods retailers can explore gamification and digital amenities to create engaging shopping experiences. - [VR Convenience Stores](https://www.trendhunter.com/trends/smart-tables): This 7-Eleven Features Smart Tables Equipped with VR Technology (Category: Business) Implication: Incorporating immersive technology in convenience stores creates disruptive innovation opportunities for the retail industry. - [Upscale Watch Boutiques](https://www.trendhunter.com/trends/larsson-jennings): The New London Larsson & Jennings Location Boasts an In-Store Fika Bar (Category: Business) Implication: The luxurious watch boutique industry can disrupt traditional retail by offering customized services and in-store experiences that enhance consumers' shopping journeys. - [Korean Beauty Brand Flagships](https://www.trendhunter.com/trends/sulwhasoo): The Sulwhasoo Flagship Store Features an In-House Spa (Category: Marketing) Implication: Skincare brands can take advantage of the rising interest in Korean beauty products by creating innovative and experiential flagship stores. - [Luxe In-Store Facial Treatments](https://www.trendhunter.com/trends/aesop-richmond): The Aesop Richmond Boutique Will Now Offer In-store Spa Facials (Category: Fashion) Implication: 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. ## Recent trend clusters - [Oven Aesthetics](https://www.trendhunter.com/protrends/decorative-casserole-dishes) (Art & Design) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Art & Design - [Park-Model Tiny Homes](https://www.trendhunter.com/trends/park-model-tiny-homes) - [Handmade Craft Tradeshow Initiatives](https://www.trendhunter.com/trends/ny-now-handmade-division) - [Recycled Neon Light Sculptures](https://www.trendhunter.com/trends/encore-encore) - [Electrically Powered Airline Seats](https://www.trendhunter.com/trends/premium-economy-seat) All articles: [Art & Design](https://www.trendhunter.com/artdesign)