With increased competition for flagship space and the heightened perception of marketing value for such sites, retail brands are spending more on fitouts to maximise their unique presence and the consumer experience in flagship stores.
If you ever needed reassurance of the relevance of bricks and mortar, look no further than CBD flagships. Despite the emergence of e-commerce and the sheer number of online retailers who have hit Australian shores, many retailers remain convinced of the value that the retail experience provides.
So much so that they are committing millions of dollars to fitting out retail space to embody the aspirational context of their brand.
Artist impression of the new seventh floor of the David Jones building in Sydney. Photo: Supplied
In the age of intermodal retail, David Jones is complementing its digital strategy with a significant investment in bricks and mortar assets.
Having committed $200 million to its customer experience at its Elizabeth Street flagship in Sydney, David Jones is proof the pressure is on for retailers to use their flagship space as a platform for brand values and tangible customer experience. Read more