Retail Is Brand Experience

Business Week looks at the boom in concept and flagship stores in the UK and suggests that retail chains that buy into experiential marketing with high-profile flagships "generate a buzz that travels with the brand, adding a touch of excitement to even the dowdiest provincial store, whilst pulling in trade from a national, sometimes international catchment area."

The article looks at Topshop, HMV, Borders and Selfridges.

Business Week