The relationship between the territory and fashion events: The case of Florence and Pitti Immagine fashion fairs

Consumer Culture Studies, a Glance at the Literature’s Contributions to the Concept

“…Within the referenced studies, there is also concurrence with texts on fashion marketing strategies, a phenomenon that was also studied in Mexico (Rajagopal & Rajagopal, 2017;Rajagopal, 2011). In Italy, generally, this is covered by S. Kim, Shimizu, and Donvito (2016); specifically in the city of Florence, by the authors Aiello, Donvito, Grazzini, and Petrucci (2016); in Korea, by Read and Lee (2015); in China, by Read and Lee (2015), which may be a complement to another study, Fashion phenomenon in postmodern marketing applications and effects on the marketing components proposed by (Aksu, Pektaş, & Eseoǧlu, 2011), which is complementary by researching the effects of the phenomenon of fashion on understanding marketing and applications in marketing components. As an alternative, the Istanbul Shopping Fest project is suggested, which aims to turn Istanbul into a shopping center as a global brand, primarily for European countries and Central Asia, and for other neighboring countries; not only using clothing and fashion products but also the distinctive values of clothing and food as cultural and tourist values.…”

City Branding and Public Space. An empirical analysis of Dolce & Gabbana’s Alta Moda event in Naples

“…They focused on Florence specifically as a city that captures its relationship with fashion based on the historical development of the label 'made in' and the mutual branding enacted on each other. Florence has also been investigated as a place of fashion based on the Pitti Uomo event (Aiello et al, 2016) that makes the city the first destination for menswear fashion in City Space Architecture / UN-Habitat opposition to women's wear in Milan. Florence gained a lot of attention as the city of fashion (Capone & Lazzaretti, 2016) not only for iconic events, but also because it is home to brands such as Salvatore Ferragamo and Gucci that created museums to celebrate their brand identity and link to the city (Bertoli et al, 2016).…”

Consumer cultural studies

“…Within the referenced studies, there is also concurrence with texts on fashion marketing strategies, a phenomenon that was also studied in Mexico (Rajagopal & Rajagopal, 2017;Rajagopal, 2011). In Italy, generally, this is covered by S. Kim, Shimizu, and Donvito (2016); specifically in the city of Florence, by the authors Aiello, Donvito, Grazzini, and Petrucci (2016); in Korea, by Read and Lee (2015); in China, by Read and Lee (2015), which may be a complement to another study, Fashion phenomenon in postmodern marketing applications and effects on the marketing components proposed by (Aksu, Pektaş, & Eseoǧlu, 2011), which is complementary by researching the effects of the phenomenon of fashion on understanding marketing and applications in marketing components. As an alternative, the Istanbul Shopping Fest project is suggested, which aims to turn Istanbul into a shopping center as a global brand, primarily for European countries and Central Asia, and for other neighboring countries; not only using clothing and fashion products but also the distinctive values of clothing and food as cultural and tourist values.…”