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

Florence's fashion industry significantly enhances the city's global attractiveness, shaping its image as a premier fashion destination. A 2015 study revealed that tourists and fashion consumers perceive Florence not just as a historic site but as a hub for luxury shopping, with its reputation influencing travel decisions. The research, conducted via surveys along Via Tornabuoni—a renowned luxury street—highlighted how fashion branding strengthens local businesses while boosting the city's competitive edge. Findings suggest that leveraging Florence's fashion identity could further propel its economic and cultural standing, offering strategic insights for both city marketers and fashion brands.

Capone, F., & Lazzeretti, L. (2016). Fashion and city branding: An analysis of the perception of Florence as a fashion city. Journal of Global Fashion Marketing, 7(3), 166–180. https://doi.org/10.1080/20932685.2016.1166715