Luxury brand stores in the context of corporate identity,evaluation of the differences brought by their locations

Individuals and societies have created identities to make themselves distinguishable from others. As a result of the frequent changes and maturation of social life, technology, and culture, businesses offering products and services that want to take part in the world market have had to create an identity to be noticed and gain a place in trade. Businesses transfer the corporate identity they create through many factors. The most important of these is the current location of the store with which the customer is in direct contact. Corporate identity is transferred to the store and interaction with customers is ensured. One of the most important elements of communication between customers and brands is the space design of the store and the other is the location of the store. Similar products began to be produced as a result of mass production along with industry. Customers have sought luxury by seeking exclusivity and ostentation beyond their needs in the products they purchase. Over time, luxury consumer stores have become a separate category in retailing and a strong competitive environment has emerged globally. With this competition, the locations of these stores have gained importance. In the literature review and field research; It has been concluded that chain luxury brand stores are located in four different shopping areas in terms of location. These include street, shopping mall, airport, and marina stores. Within the scope of the thesis; A limitation was made in the sample luxury brand store category, which is in the global A1 segment and located in four different locations. By this limitation, the Louis Vuitton brand was chosen. The purpose of the study was to examine the relationship between corporate identity and location and how they affect each other by considering the stores in which the brand in question serves in four different locations. For this purpose; A literature review was conducted on the concepts of corporate identity, luxury brand, store, and location, and field research was conducted on selected sample stores. With the findings obtained in the context of corporate identity; Location, outdoor design elements, interior design elements, and interior equipment variables, sample stores were compared within and among themselves. As a result of the findings; The differences brought about by the location of the stores vary according to the materials, textures, and colors used in the space, as well as the targeted customer base. These differences contribute to the stores offering a unique atmosphere and experience. In space design, it has been concluded that store design has a relationship with location, depending on the qualities brought by the location.