May I have a word about… fandom | Jonathan Bouquet

In the hyperbolic world of brands, it’s never enough to be just a customerI was flicking through a newspaper supplement devoted to the future of retail and e-commerce (it was a slow day) and came across the following headline: “What retailers can learn from fandom flagships”. I naturally read on.According to Michelle Du-Prât, chief strategy officer at Household, a brand agency that helped create the Harry Potter shop in New York: “These flagships are designed for fo