Italian fashion case study

Abstract

This special section, “Italian Fashion Case Study”, is part of the Global Fashion Landscape project initiated by the Global Alliance of Marketing & Management Associations. Researchers and business leaders aspire to understand current trends, types and characteristics and their application to consumer behavior in leading fashion cities. Understanding consumer behavior in those major global fashion cities will affect the success of the fashion business in the future. The current special section shows the relevance of the link between fashion cities and fashion brands. It provides the opportunity for marketing scholars to investigate the transfer of culture and heritage of a city in the perception of fashion brands through different points of view. Undeniably, the reputation of a city and of the street where a store or a museum is located could influence fashion brands’ identity.

“意大利时尚案例研究” 特刊是全球时尚格局项目的一部分，由世界营销和管理联盟协会发起。研究人员和商界领袖希望理解当前的趋势、类型、特点、案例以及其在全球主要时尚城市的消费者行为上的应用。对全球主要时尚城市的消费者行为的理解将会影响到未来时尚行业的成功。通过特刊中的三篇论文，揭示了时尚城市和时尚品牌之间联系的相关性。它为营销学者提供了以时尚品牌感知为不同视角的，研究文化转移和城市遗产的机会。事实上,城市的声誉,商店的位置以及博物馆都可能影响时尚品牌的身份。

Keywords:

• Fashion cities
• fashion events
• fashion fairs
• fashion brand museum
• Italian fashion

关键词:

• 时尚城市
• 时尚活动
• 时装展览会
• 时尚品牌博物馆
• 意大利时尚