Brand context and control: the role of the flagship store in B&B Italia

Abstract

Purpose

The paper seeks to explore the phenomenon of the flagship store from the perspective of brand management and brand context within the luxury furniture sector.

Design/methodology/approach

Adopts a case‐study approach, focusing upon Milan‐based furniture manufacturer and retailer B&B Italia and comprises interview derived data and archive material.

Findings

Recognises the difficulty associated with manufacturing/product‐orientated organisations to establish a brand context. It identifies that the forward integration of luxury manufacturing companies into retailing, through the establishment of flagship stores provides such companies with an opportunity to provide a context for their brand and exercise a level of control over its manifestation that is difficult to achieve through other distribution channels.

Research limitations/implications

Highlights the value of forward integration as a means of establishing brand context and experience.

Originality/value

Demonstrates the wider value of the flagship store as a brand management device and the potential contribution to brand communication for non‐retail based organisations.

Citation

Doyle, S.A., Moore, C.M., Doherty, A.M. and Hamilton, M. (2008), "Brand context and control: the role of the flagship store in B&B Italia", International Journal of Retail & Distribution Management, Vol. 36 No. 7, pp. 551-563. https://doi.org/10.1108/09590550810880589