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Fashion, Luxury and Design: Store Brand Management and Global Cities Identity

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Listed:
  • Elisa Arrigo

    (University of Milano-Bicocca)

Abstract

The brand enhancement policies of fashion, luxury and design firms play their part in establishing the identity of global cities. This article analyses the brand enhancement policies with the best impact on the territory (store management and events management), adopted by successful global companies (Gucci, Hermes, Kartell and Artemide) in the city of Milan, the fashion and design capital. From this analysis it emerges that, in Milan, fashion, luxury and design firms define alternative models of immaterial consumption in the city.

Suggested Citation

  • Elisa Arrigo, 2011. "Fashion, Luxury and Design: Store Brand Management and Global Cities Identity," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Global .
    • Handle: RePEc:sym:journl:161:y:2011:i:1
    as

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    File URL: https://symphonya.unicusano.it/article/view/2011.1.06arrigo
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    References listed on IDEAS

    as
    1. Silvio M. Brondoni, 2009. "Ouverture de 'Market-Driven Management and Competitive Customer Value - 1'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
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    Full references (including those not matched with items on IDEAS)

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