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Fashioning a Global City: Global City Brand Channels in the Fashion and Design Industries

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Author Info

  • Johan Jansson
  • Dominic Power

Abstract

Jansson J. and Power D. Fashioning a global city: global city brand channels in the fashion and design industries, Regional Studies. This paper approaches the ways in which fashion and design-based industrial actors contribute to creating images and myths that support global-city status. It is suggested that multi-channel systems of brand building and differentiation exist at regional and local levels, supportive of, and constituted by, cultural industries. The Italian city of Milan is used as a case study to show how the city is an arena where different brand channels are negotiated and formed to service fashion and design branding. For cultural industries, these systems are vital regional sources of advantage and necessary complements to other localized phenomena such as industrial agglomerations and clusters. [image omitted] Jansson J. et Power D. Dessiner une grande ville de taille mondiale: le role de la notoriete des grandes villes de taille mondiale dans les industries de la mode et du design, Regional Studies. Cet article cherche a aborder les facons dont les industries de la mode et du design contribuent a la creation d'images et de mythes qui soutiennent le rang de grande ville de taille mondiale. On laisse supposer qu'il existe au niveau regional et sur le plan local des facons a plusieurs canaux de construire et de differencier l'image de marque, soutenant et composees des industries culturelles. On se sert de la grande ville italienne de Milan comme etude de cas afin de demontrer comment la ville represente une arene ou on negocie et etablit des canaux de marque differents pour soutenir l'image des industries de la mode et du design. Pour les industries culturelles, ces sytemes constituent des atouts regionaux essentiels qui accompagnent par necessite d'autres phenomenes locaux, tels les agglomerations et les grappes industrielles. Milan Mode et design Grande ville de taille mondiale Etablissement d'une marque Industrie culturelle Geographie economique Jansson J. und Power D. Die Gestaltung einer globalen Stadt: Markenkanale einer globalen Stadt in der Mode- und Designbranche, Regional Studies. In diesem Beitrag untersuchen wir, wie industrielle Akteure im Bereich der Mode und des Designs zur Erzeugung von Images und Mythen beitragen, die den Status einer globalen Stadt unterstutzen. Wir stellen die These auf, dass auf regionaler und lokaler Ebene mehrkanalige Systeme fur den Aufbau und die Differenzierung von Marken vorhanden sind, die die Kulturbranchen unterstutzen und von ihnen konstituiert werden. Anhand einer Fallstudie in der italienischen Stadt Mailand wird gezeigt, wie es sich bei der Stadt um eine Arena handelt, in der verschiedene Markenkanale ausgehandelt und gebildet werden, um die Bildung von Mode- und Designmarken zu unterstutzen. Fur Kulturbranchen sind diese Systeme lebenswichtige regionale Quellen von Vorteilen und notwendige Erganzungen anderer lokalisierter Phanomene, wie z. B. der industriellen Ballungsraume und Cluster. Mailand Mode und Design Globale Stadt Markenbildung Kulturbranche Wirtschaftsgeografie Jansson J. y Power D. El diseno de una ciudad global: los canales de marca en una ciudad global para las industrias de la moda y el diseno, Regional Studies. En este articulo analizamos de que modo los protagonistas del sector industrial de la moda y el diseno contribuyen a crear imagenes y mitos que respaldan el estatus de ciudad global. Sugerimos que existen sistemas de varios canales de construccion y diferenciacion de marcas a niveles regionales y locales y que estos sistemas apoyan a las industrias culturales y se constituyen a traves de ellas. La ciudad italiana de Milano se utiliza como un estudio de caso para mostrar que la ciudad es un escenario en el que los diferentes canales de marcas se negocian y forman para servir a las marcas de moda y diseno. Para las industrias culturales, estos sistemas son fuentes vitales regionales de ventajas y complementos necesarios para otros fenomenos localizados tales como aglomeraciones y agrupaciones industriales. Milano Moda y diseno Ciudad global Creacion de marcas Industria cultural Geografia economica

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Bibliographic Info

Article provided by Taylor & Francis Journals in its journal Regional Studies.

Volume (Year): 44 (2010)
Issue (Month): 7 ()
Pages: 889-904

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Handle: RePEc:taf:regstd:v:44:y:2010:i:7:p:889-904

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Related research

Keywords: Milan; Fashion and design; Global city; Brand building; Cultural industry; Economic geography;

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Cited by:
  1. Elisa Arrigo, 2011. "Fashion, Luxury and Design: Store Brand Management and Global Cities Identity," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Global .

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