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

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  • Nicola Bellini
  • Cecilia Pasquinelli

    (Gran Sasso Science Institute)

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.

Suggested Citation

  • Nicola Bellini & Cecilia Pasquinelli, 2016. "Urban brandscape as value ecosystem: The cultural destination strategy of fashion brands," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(1), pages 5-16, February.
    • Handle: RePEc:pal:pbapdi:v:12:y:2016:i:1:d:10.1057_pb.2015.21
    DOI: 10.1057/pb.2015.21
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    References listed on IDEAS

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    Cited by:

    1. Andrea Lucarelli, 2018. "Co-branding public place brands: towards an alternative approach to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 260-271, November.
    2. Taishoff, Marika & Mühlbacher, Hans & Kauppinen-Räisänen, Hannele, 2022. "Building and sustaining resilient luxury service ecosystems," Journal of Business Research, Elsevier, vol. 146(C), pages 201-215.
    3. Hilde Heim & Tiziana Ferrero-Regis & Alice Payne, 2021. "Independent fashion designers in the elusive fashion city," Urban Studies, Urban Studies Journal Limited, vol. 58(10), pages 2004-2022, August.
    4. Patrizia Casadei & Neil Lee, 2020. "Global cities, creative industries and their representation on social media: A micro-data analysis of Twitter data on the fashion industry," Environment and Planning A, , vol. 52(6), pages 1195-1220, September.

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