I remember when I first saw a Sony store in Canada, after never seeing one in the UK, I had no clue they existed. I believe it went somewhat like "Oh wow it's a Sony store, that's cool... wait what the hell's the point of a Sony store. Is it like a warranty repair place? I thought they were all mail-to places not stores."
It's just alien to me why Sony would need a store, when everywhere sells Sony products. I mean bestbuy, walmart, sears, the source, futureshop all carry Sony products and they're all easier to get to than the actual Sony store!
They're image/experience stores, which are not all that far from Apple stores. It gives the brand an enlarged presence and a stage to flaunt the company's style, culture, and wealth.
they are more like a showcase places, then real stores. In SF, the sony metreon gets a lot of traffic, and most tourists in the area at some point end up there. You can kill time, playing some playstation, or something, but I don't see many people buying there. (prices are not cheap). It just serves more as marking and branding than for real sales purposes.
Just like a lot of stores in 5th avenue in NYC loose money, as the rent is so expensive, but the companies believe it is worth it, as it is crucial for a luxury goods company to have their wares displayed at luxury road.
It is all about perception and marketing. With the economy going down though, that might change.
It's just alien to me why Sony would need a store, when everywhere sells Sony products. I mean bestbuy, walmart, sears, the source, futureshop all carry Sony products and they're all easier to get to than the actual Sony store!