64 Virtual flagships

Virtual flagships

Digital flagship stores are taking over ecommerce storefronts.

Today, 81% of global consumers agree that a brand’s digital presence is as important as its in-store presence, a July 2021 Wunderman Thompson Data survey found. This is prompting brands to enhance their ecommerce storefront prominence and create virtual flagship stores.

Samsung opened a virtual replica of its flagship New York City store in Decentraland in January 2022. In July 2021, luxury brand Fendi opened a 360-degree digital flagship based on its 57th Street store in New York City, offering visitors virtual tours and access to its latest collections. Hermès has rolled out digital flagships in Singapore, the United Arab Emirates and Thailand.

Beauty brands are also upping their digital storefront impact. Lancôme debuted its first temporary virtual flagship in Singapore, in summer 2020. The Lancôme Advanced Génifique #LiveYourStrength virtual flagship offered 3D shopping experiences, consultations and educational events, and included a “discover zone” where visitors could take a personality test, designed by psychologist Perpetua Neo, to find their strength. The L’Oréal-owned skincare brand has since introduced virtual pop-ups for Australia, Korea and the United States. In April 2021, Nars opened a digital flagship store, immersing visitors in a 3D shopping experience.

Why it’s interesting According to predictions from eMarketer, the global ecommerce market will grow from $4.89 trillion in 2021 to $5.42 trillion in 2022. Virtual flagships are becoming the new storefront to entice shoppers and enhance a brand’s overall digital experience.