The purpose of a flagship store has traditionally been to promote the brand image and tell a story, and this hasn't changed.
"Flagship stores bring a brand's true personality to life," Jaime Bettencourt, SVP of business development at Mood Media, told Business Insider. "They not only reach and connect with their customers at the moment they are shopping, but they also have a halo effect on the entire brand."
Brands such as Glossier and Lively are finding innovative ways to tell their brand's story and educate the customers about the product. Lively, for example, offers customers the chance to attend events and talks in the store.
"It's bringing marketing and retailing together," CEO Michelle Cordeiro Grant told Business Insider during a recent interview. The company wants shoppers to come in, experience the product, and spread the word on social media.
Read more: A company that's taking on Victoria's Secret with $35 bras just opened its first store. Here's what it's like to shop there.