Themed Flagship Brand Stores in the new Millennium: Theory, Practice, Prospects

Robert V. Kozinets*, John F. Sherry, Benet DeBerry-Spence, Adam Duhachek, Krittinee Nuttavuthisit, Diana Storm

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


The flagship brand store is an increasingly popular venue used by marketers to build relationships with consumers. As we move further into an experience economy in the new millennium, retailers are refining the flagship brand store into new forms such as the themed retail brand store. This new form not only promotes a more engaging experience of the brand's essence but also satisfies consumers looking for entertainment alongside their shopping. In this article, we conceptualize and explore themed flagship brand stores in terms of the mythological appeal of the narratives conveyed by their physical and symbolic structure. We utilize a field study of ESPN Zone Chicago to examine these features in a sports-themed retail brand store. Finally, we offer some projections, based on our research, of the possible transformations of the flagship brand store as the new century unfolds. We conclude that mindscape-related themes, which combine entertainment, therapeutics, and spiritual growth, are at the frontier of retail theming.
Original languageEnglish
JournalJournal of Retailing
Issue number1
Pages (from-to)17-29
Number of pages13
Publication statusPublished - 2002
Externally publishedYes


  • Flagship brand store
  • Themed retailing
  • Consumer relationships

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