have seen a few gap stores close in the Vancouver area in December/January
Retailers from Gap to Ralph Lauren are giving up on their flagship stores — and experts say others will have to make big changes to keep the store model from dying
Mary Hanbury Business Insider
The flagship store as we know it is changing.
Retailers from Gap to Ralph Lauren are closing their flagship stores in desirable shopping areas.
Experts say that large flagship stores that do not offer exciting and engaging experiences are no longer effective marketing tools for brands.
At the same time, digitally native brands and innovative legacy retailers such as Nordstrom and Nike are reinventing the flagship store and proving that it still has a place in retail.
At the end of 2018, Gap Inc. CEO Art Peck said the company would be closing hundreds of Gap stores this year, including flagship locations.
"This is the piece of the business that we are firmly committed to addressing with urgency," Peck said, adding that the stores that had been selected were were either unprofitable, had low traffic, or didn't offer a good customer experience.
In December, Gap's Fifth Avenue location and former flagship store in New York shuttered its doors. Ralph Lauren also closed its Fifth Avenue flagship in 2017, and Calvin Klein plans to shutter its nearby Madison Avenue flagship this spring. Lord & Taylor also closed its flagship store on Fifth Avenue in January after more than 100 years in business.
Peck's comments were evidence that, in many cases, flagships stores have become indistinguishable from a retailer's typical store. This means that having a large store in the most expensive part of town, offering the same experience as any other store, might no longer make sense.
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https://www.businessinsider.com/gap-...t-adapt-2019-2