I was flicking through a newspaper supplement devoted to the future of retail and e-commerce (it was a slow day) and came across the following headline: “What retailers can learn from fandom flagships”. I naturally read on.
According to Michelle Du-Prât, chief strategy officer at Household, a brand agency that helped create the Harry Potter shop in New York: “These flagships are designed for followers. In these spaces, fans can connect over shared passions and celebrate their love for the brand. Hyper-engaged communities are consistently seeking out new experience and heightened levels of immersion.”
