Abstract
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, Hermès, 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.
Highlights
The globalisation of the markets and the fierce competition that this triggers have driven businesses to operate outside national borders, extending their activities to the global marketplace (Brondoni 2008)
We wish to investigate how the brand enhancement policies implemented by some large fashion, luxury and design firms influence the intangible component of consumption in a city
The fashion and luxury firms in Milan have developed a model of immaterial consumption that is quite unlike the model of design firms
Summary
The globalisation of the markets and the fierce competition that this triggers have driven businesses to operate outside national borders, extending their activities to the global marketplace (Brondoni 2008). As a matter of fact, globalisation has determined a strong interdependence between markets, revealing a high level of competition between geographical areas for investments in manufacturing, and persuading public authorities to enhance the resources available in their own areas by creating specific elements of attraction Inside these geographical macro-territories and in relation to the industrial activities performed there, some individual cities have acquired an important guiding role, contributing to the growth of the entire region where they are located and, at times, boosting the image of the country system they belong to. We must underline a significant change that has taken place in these cities In the past, they were the place where firms located and developed their manufacturing activities, setting up factories and boosting the infrastructure necessary to guarantee the viability of transport. The city where the immaterial consumption created by these firms was analysed is Milan (with a population of approximately 1.3 million, in an area of 181 km2), which is one of the world’s fashion and design capitals
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