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


  • Elisa Arrigo

    () (University of Milano-Bicocca)


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, University of Milano-Bicocca, issue 1 Global .
  • Handle: RePEc:sym:journl:161:y:2011:i:1

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    References listed on IDEAS

    1. Atle Hauge & Anders Malmberg & Dominic Power, 2008. "The Spaces and Places of Swedish Fashion," European Planning Studies, Taylor & Francis Journals, vol. 17(4), pages 529-547, December.
    2. Johan Jansson & Dominic Power, 2010. "Fashioning a Global City: Global City Brand Channels in the Fashion and Design Industries," Regional Studies, Taylor & Francis Journals, vol. 44(7), pages 889-904.
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