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Touring the fashion: Branding the city

Journal of Consumer Culture

Published online on


This article aims to explain the process through which the fashion phenomenon creates city representations. The city is thus examined by means of a framework of tourism practices and related consumer patterns. Consequently, fashion is also understood as a consumer approach that influences the production of consumer patterns. Three perspectives reflect the ways in which representations are constructed and emphasise the possibility of reorganising space and creating consumer scripts. Drawing on examples of the representations of Paris and Amsterdam, this article explains variations in representations that are dependent on the fashion phenomenon’s focus, the type of tourist practices and access to tourist activities. Suggestions are provided for further investigation of the interdependency between institutional organisations and their influence on represented cities.