Word: flagship
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...that the product in question was never very popular in the first place. That's the case for Segway, the maker of the futuristic two-wheeled "personal transporter" that was supposed to revolutionize how we all get around. Except the Segway being recalled happens to be the company's flagship product, and the limited scope of the recall shows once and for all- as suspected by pretty much anyone with a pair of eyes and a passing interest in the device-how relatively few of the brilliantly designed if impractical machines have actually been sold...
Nokia has recently tapped into that trend to build on its brand. At its flagship store in Moscow, customers can use display phones to send images and messages and, eventually, to connect with people globally through its mobile gaming network. As more flagships open around the world, shoppers will be able to join a live gaming community by directly competing against scores posted by players at other stores. "Learn to get close to your consumer; it's going to keep you alive," says Cliff Crosbie, director of global retail and trade marketing for Nokia...
...branched out in 2001 with an eponymous designer brand in the area of $300 to $2,000. "We did it for more freedom," he says. "It can be a tad fashion-forward, and we can play. There are no restrictions." Last month he opened the runway line's first flagship, a 2,700-sq.-ft. boutique on Hollywood's Melrose Avenue that resembles an artist's studio, with four more locations to come later this year. In 2004 he launched a women's couture collection called Max Azria Atelier, which has become popular on the red carpet among celebs like...
BEYOND FURNITURE Charme relaunched the historic Scottish cashmere label Ballantyne in 2003. The company repositioned the brand, creating a fresher ad campaign and opening three flagship stores...
...successful in Europe--but unhappy with the placement given his product, he pulled the brand out. (Esprit is still carried by Nordstrom.) Then in late 2004, he reintroduced Esprit retail stores and now has 15 stores and outlets, most of them in the New York City area, including a flagship in hip SoHo. Again, some of those locations flopped, so Krogner dispatched COO Jerome Griffith to oversee the U.S. operation. Krogner also plans to open five more stores this fiscal year in ultra-prime locations and intends to focus on the region from Boston to Washington...