Urban fashion policies: lessons from the Barcelona catwalks
Since at least a decade, Barcelona is on the world map of fashion: Antonio Mirò, Mango, Desigual, Agatha Ruiz de la Prada are famous Barcelona-based stylists teaming up with other large Spanish fashion firms, like Zara, and commercial outlets, like El Corte Ingles, to attract a large interest on local fashion and fashion-based events. Thus, Barcelona has become a straightforward “shopping destination” for millions of international visitors, developing a shopping-related image, various specialised “fashion clusters” for different market targets, and a number of fashion-related events attracting both professionals and a dedicated general audience, like the 080 Barcelona and Bread & Butter. Barcelona’s liberal and leisure-related image can be easily associated with fashion, so if the national capital Madrid retains its role of business capital of the country even in relation to fashion, Barcelona could be considered the emergent “catwalk” of the Mediterranean, challenging other fashion capitals of Europe like Milan and Paris. The article analyses the urban strategy to foster the fashion industry in Barcelona through a redefinition of the “soft” factors establishing the substance of a fashion capital: image, place qualities, events, connectedness and social embeddedness. Tourism, unsurprisingly, is an important component of such strategy. The growth of Barcelona to the stardom of international leisure and cultural tourism is mostly about the “liminal” nature and the symbolically-charged activities of visitors that can be easily extended to fashion and fashion buying behaviour. Through a number of interviews and the analysis of strategy documents and reports, the authors unravel this relationship and assess the effectiveness of this strategy face to other factors playing against a more enduring rooting of fashion industries in the city, like the volatility of the sector, the insufficient international connectedness of the city and its business orientation, and the reorientation of the tourist supply towards low-cost visitors segments.
|Date of creation:||Jan 2009|
|Contact details of provider:|| Postal: Via Po, 53. I-10124 Torino|
Phone: +39 011670 2704
Fax: +39 011670 2762
Web page: http://www.unito.it/
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Walter Santagata, 2002. "Cultural districts, property rights, and sustainable economic growth," Others 0210004, EconWPA.
- Luciano PILOTTI, 2004. "Culture & arts as knowledge resources towards sustainability for identity of nations and cognitive richness of human being," Departmental Working Papers 2004-11, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
- Dominic Power & Daniel Hallencreutz, 2002.
"Profiting from creativity? The music industry in Stockholm, Sweden and Kingston, Jamaica,"
Environment and Planning A,
Pion Ltd, London, vol. 34(10), pages 1833-1854, October.
- Dominic Power & Daniel Hallencreutz, 2002. "Profiting from Creativity? The Music Industry in Stockholm, Sweden and Kingston, Jamaica," Environment and Planning A, , vol. 34(10), pages 1833-1854, October.
- Santagata Walter, 2002. "Cultural districts, property rights and sustainable economic growth," EBLA Working Papers 200201, University of Turin.
- Allen J. Scott, 2000.
"The Cultural Economy of Paris,"
International Journal of Urban and Regional Research,
Wiley Blackwell, vol. 24(3), pages 554-566, 09.
- Monica Degen, 2003. "Fighting for the global catwalk: formalizing public life in Castlefield (Manchester) and diluting public life in el Raval (Barcelona)," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 27(4), pages 867-880, December.
- Andrew Leyshon, 2001. "Time - space (and digital) compression: software formats, musical networks, and the reorganisation of the music industry," Environment and Planning A, Pion Ltd, London, vol. 33(1), pages 49-77, January.
- Kim B. Clark, 1989. "Project Scope and Project Performance: The Effect of Parts Strategy and Supplier Involvement on Product Development," Management Science, INFORMS, vol. 35(10), pages 1247-1263, October.
- Allen J. Scott, 1997. "The Cultural Economy of Cities," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 21(2), pages 323-339, 06.
- Walter Santagata, 2002. "Cultural Districts, Property Rights and Sustainable Economic Growth," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 26(1), pages 9-23, 03.
- Louise Crewe, 1996. "Material Culture: Embedded Firms, Organizational Networks and the Local Economic Development of a Fashion Quarter," Regional Studies, Taylor & Francis Journals, vol. 30(3), pages 257-272.
- Abdecassis-Moedas Céline & Benghozi Pierre-Jean, 2005. "La struttura degli scambi nella moda: dal designer al distributore," Economia della Cultura, Società editrice il Mulino, issue 2, pages 209-220.
When requesting a correction, please mention this item's handle: RePEc:uto:eblawp:200803. 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: (Piero Cavaleri)or (Marina Grazioli)
If references are entirely missing, you can add them using this form.