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

Authors

  • Elisa Arrigo

DOI:

https://doi.org/10.4468/2011.1.06arrigo

Keywords:

Global Cities, Store Brand Management, Fashion, Luxury, Design

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, Hermès, 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.

Author Biography

Elisa Arrigo

Assistant Professor of Management, University of Milan-Bicocca

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Published

01-01-2011

How to Cite

Arrigo, E. (2011). Fashion, Luxury and Design: Store Brand Management and Global Cities’ Identity. Symphonya. Emerging Issues in Management, (1), 55–67. https://doi.org/10.4468/2011.1.06arrigo

Issue

No. 1 (2011): Global Cities and Knowledge Management - 1

Section

Articles

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