Flags are used by companies and stores for a few reasons beyond just having something to fly in the air. A company will spend many hours and a lot of money on their flag’s design because a flag is a company’s way of portraying itself to the rest of the world. The design function a flag provides is one of the most important elements of retail stores and corporate strategy.
The design of a flag refers to the elements of its aesthetics like colors, layout, size, decorations and lighting. The effective combination of these elements results in enticing and captivating clients and consumers in the hopes of higher purchase probability. A brand is an identifiable entity that makes specific and consistent promises of value and results in an overall experience for the consumer. This entity can include names, terms, signs, symbols, designs, shapes, colors or a combination of these elements. A flag may be the first presence of a brand that consumers or clients encounter. The purpose of this flag is to let consumers or clients identify with the products or services of a seller, differentiating them from those of competitors, and thereby provide value to the consumers. Flags have become an integral part of luxury retailing especially in fashion and this is crucial for representing brand identity and meeting the expectations of shoppers. The store is often the first point of real physical contact between consumers and brands.