Italian Fashion Case Study
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This special section, “Italian Fashion Case Study”, is part of the Global Fashion Landscape project initiated by the Global Alliance of Marketing & Management Associations. Researchers and business leaders aspire to understand current trends, types and characteristics and their application to consumer behavior in leading fashion cities. Understanding consumer behavior in those major global fashion cities will affect the success of the fashion business in the future. The current special section shows the relevance of the link between fashion cities and fashion brands. It provides the opportunity for marketing scholars to investigate the transfer of culture and heritage of a city in the perception of fashion brands through different points of view. Undeniably, the reputation of a city and of the street where a store or a museum is located could influence fashion brands’ identity.
Abstract
This special section, “Italian Fashion Case Study”, is part of the Global Fashion Landscape project initiated by the Global Alliance of Marketing & Management Associations. Researchers and business leaders aspire to understand current trends, types and characteristics and their application to consumer behavior in leading fashion cities. Understanding consumer behavior in those major global fashion cities will affect the success of the fashion business in the future. The current special section shows the relevance of the link between fashion cities and fashion brands. It provides the opportunity for marketing scholars to investigate the transfer of culture and heritage of a city in the perception of fashion brands through different points of view. Undeniably, the reputation of a city and of the street where a store or a museum is located could influence fashion brands’ identity.
참고문헌 (3)
- Gaetano Aiello, "The relationship between the territory and fashion events: The case of Florence and Pitti Immagine fashion fairs", Journal of Global Fashion Marketing, 7(3), pp.150~165 (2016), 한국마케팅과학회[DOI]
- Giuseppe Bertoli, "Corporate museums and brand authenticity: Explorative research of the Gucci Museo", Journal of Global Fashion Marketing, 7(3), pp.181~195 (2016), 한국마케팅과학회[DOI]
- Francesco Capone, "Fashion and city branding: An analysis of the perception of Florence as a fashion city", Journal of Global Fashion Marketing, 7(3), pp.166~180 (2016), 한국마케팅과학회[DOI]