IDEAS home Printed from
   My bibliography  Save this article

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


  • Johan Jansson
  • Dominic Power


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

Suggested Citation

  • 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.
  • Handle: RePEc:taf:regstd:v:44:y:2010:i:7:p:889-904
    DOI: 10.1080/00343400903401584

    Download full text from publisher

    File URL:
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    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 .
    2. repec:eee:touman:v:52:y:2016:i:c:p:298-309 is not listed on IDEAS


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:regstd:v:44:y:2010:i:7:p:889-904. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Chris Longhurst). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.