The relationship between the territory and fashion events: The case of Florence and Pitti Immagine fashion fairs
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The aim of the paper is to analyze the relationship between fashion events and the territory where they take place, focusing on how this relationship can also affect fashion consumers’ behavior. History and culture, together with creativity and innovation, represent the distinctive traits of global fashion cities; at the same time, these characteristics are the basis of fashion industry, which combine past, present and future in a constant stage of renewal. On the empirical side, using a qualitative methodology, the research presents a case study, investigating the relationship among the city of Florence and its most important fashion events, Pitti Immagine fairs. Main findings show the distinctive elements of these events, highlighting the strong synergy and the mutual influence between Pitti Immagine fashion events and the territory of Florence. In terms of managerial implications, the authors suggest the existence of a mutual effect between the Florentine city and Pitti Immagine, both in terms of enhancement of the reputation and in terms of influence on fashion consumers’ behavior, acting in this territory.
Abstract
The aim of the paper is to analyze the relationship between fashion events and the territory where they take place, focusing on how this relationship can also affect fashion consumers’ behavior. History and culture, together with creativity and innovation, represent the distinctive traits of global fashion cities; at the same time, these characteristics are the basis of fashion industry, which combine past, present and future in a constant stage of renewal. On the empirical side, using a qualitative methodology, the research presents a case study, investigating the relationship among the city of Florence and its most important fashion events, Pitti Immagine fairs. Main findings show the distinctive elements of these events, highlighting the strong synergy and the mutual influence between Pitti Immagine fashion events and the territory of Florence. In terms of managerial implications, the authors suggest the existence of a mutual effect between the Florentine city and Pitti Immagine, both in terms of enhancement of the reputation and in terms of influence on fashion consumers’ behavior, acting in this territory.
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