Abstract

The different forms and evolutionary landmarks which have characterized chain store brands since the late 1990s will be presented first. Historically, the brands' differentiation factors within a competitive market mainly relied on classical variables such as price, benefits, quality, types and broadness of range of products, and location, but the intangible dimensions of the service offers were progressively integrated, mainly using consumer imagination and the symbolic and experiential components of consumption. Then, it appears important to understand how the dramatization of sport stores can be implemented and what kind of variables or themes can be used. This discussion first focuses on both structural and architectural aspects and then highlights the innovative aspects of the flagship stores and other concept stores in the current context of sporting goods markets. Einleitung (gekürzt)