Urban brandscape as value ecosystem: The cultural destination strategy of fashion brands

Nicola Bellini and Cecilia Pasquinelli ()
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Cecilia Pasquinelli: Gran Sasso Science Institute

Place Branding and Public Diplomacy, 2016, vol. 12, issue 1, No 2, 5-16

Abstract: Abstract In a time when experiential luxury is rapidly growing, travelling is an opportunity for experiential consumption, opening routes to value creation. This article focuses on the relation between luxury fashion industry and city tourism by discussing how firms that are not conventionally part of the local tourism cluster put in place forms of cultural destination strategies entangled within the urban brandscape. The case of Florence (Italy) is analysed. Acknowledging the historical connection between the city and renowned fashion brands and yet going beyond the place-of-origin effect and the recent evolutions of this concept, an analytical framework is presented to interpret an urban ecosystem where fashion firms become part of the city tourism scene.

Keywords: city brand; fashion brand; brandscape; cultural destination; city tourism (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (4)

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DOI: 10.1057/pb.2015.21

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