Fashion and city branding: an analysis of the perception of Florence as a fashion city

The aim of the present work is to investigate the role of fashion in branding a city as a fashion city, through an analysis of tourists’ and fashion consumers’ perceptions of Florence, Italy. The analysis was based on how the city’s fashion industry and image were perceived by tourists and how such perceptions influenced their decisions to visit Florence. The data were gathered from a field survey carried out during the months of March and April 2015. A questionnaire was created and administered in person to tourists and fashion consumers around the via Tornabuoni, a famous luxury street in the historic city centre of Florence. Tourists’ and fashion consumers’ perceptions of the city’s image and its shopping opportunities were subsequently analysed. The results demonstrate the significant role that fashion plays in the global attractiveness of Florence as a fashion city by improving its image, promoting positive tourist perceptions and strengthening the competitiveness of local fashion brands and shops. Some interesting implications for managers of fashion brands and city marketers were also found, as both the branding and the status of Florence as a fashion city can influence the future success of the fashion industry.