The fashion and the city: Porto case study

Abstract

As a simultaneously cultural and global phenomenon, fashion has become an attractive factor in many cities, particularly the large metropolises where it assumes a prominent role, as in Paris, London, Milan, or New York. In countries where fashion does not assume notoriety and global prestige, fashion movements are more associated with local cultural characteristics, which fashion designers use as sources of inspiration and differentiation. In major cities, world-renowned designers and brands take on recognised importance, and fashion districts' attractiveness to visitors is notorious. In smaller cities, however, generally associated with cultural and artistic heritage, fashion appears in some places as a specific offer, marked by originality and differentiation of historical roots or inspired by local culture. The interest in fashion, in general, can lead the management of territories to associate the local dynamics of fashion creation with shopping tourism. To create specific itineraries and infrastructures, to follow the example of the big cities can develop the local fashion business and simultaneously increase the reasons of interest to visitors. Porto is a medium-sized city with high touristic demand and a developed local fashion system. However, visitors miss noticing Porto's role locally and nationally as it is not integrated systematically in a communication addressed to visitors. The most important designers are not easily accessible to them. The study aims to understand the perspective of fashion agents of Porto regarding the interest for the local fashion business of considering fashion as a touristic attraction and integrating it into the city touristic development plans.