Italian fashion case study

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.