Fashion tourism: Milan

Stage 3 BA (Hons) Fashion Management students are carrying out research into fashion tourism as part of an individual project. Their aim is to prepare a strategy for promoting Aberdeen as a fashion destination and this will be informed by primary research into the opinions of their target market and an analysis of the fashion capitals.

Milan – by Selina Jones

Milan is one of the big four fashion capitals. Its reputation as a fashion city started around the 1970s. The name Milan comes from the English milaner meaning ‘fine wares like jewellery, cloth, hats and luxury apparel’. Milan opened has its first department store in 1865. In the early 20th century Milan was renowned as a major centre for textiles and silk. Milan is also the business hub of Italy.
Milan has produced major fashion designers and is home to the head offices of fashion houses such as: Giorgio Armani, Valentino Garavani, Gianni Versace, Gianfranco Ferrè, Miuccia Prada, Krizia, Moschino, Etro, Trussardi, Missoni, and Dolce & Gabbana. Milan hosts two fashion weeks each year, like the other fashion capitals, one in spring and one in autumn.
People travel to Milan for the fashion; to shop and to visit shows. There are museums and wonderful architecture which add to the history and culture of the city.

One thought on “Fashion tourism: Milan

  1. In 222 B.C. the city was conquered by Romans and it was annexed to the Roman Empire, getting the name of Mediolanum. FAST forward………..After 1859 Milan was chosen as the economical and cultural capital of Italy. According to Merlo and Polese (2006) the Italian fashion industry rose to international prominance in the second half of the twentieth century. Milan emerged as a productive structure and fashion capital after the Second World War as the Parisian monopoly on fashion collapsed. This success, it is said, was based on creative and managerial capabilities resulting in Milan emerging as a fashion ‘superstar’ in the 1970s. The challenge facing Scotland is to harness the excellent creative abilities in evidence and manage the emergence of the Scottish fashion superstars of the new millennium.

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