City Branding and Public Space An empirical analysis of Dolce & Gabbana’s Alta Moda event in Naples
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Published:
Dec 31, 2019
Keywords:
city branding Naples public space Dolce & Gabbana
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Abstract
This article focuses on the celebration of the thirtieth anniversary of D&G held in Naples in June 2016. For this event iconic places of the city were used as the backdrop of the Alta Moda Fall/Winter 2016 collection. For a few days, access to different areas of ‘Centro Storico’ (the Neapolitan’s downtown) were closed to the general public generating controversial opinions on the phenomenon of privatization of the public space.
The study presents an empirical analysis of the video produced for the event and it focuses on the elements that characterize Naples as a cultural artifact capturing the authenticity of Southern Italy and simultaneously meeting the brand values of D&G. The findings revealed how the urban space becomes a tool to emphasize the core values of the fashion brand and how this process enhances the image of the city as a historical and cultural center, essence of Mediterranean and Italian culture.
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How to Cite
Rossini, F. and Nervino, E. (2019) “City Branding and Public Space: An empirical analysis of Dolce & Gabbana’s Alta Moda event in Naples”, The Journal of Public Space, 4(4), pp. 61–82. doi: 10.32891/jps.v4i4.1234.
Issue
Section
Society
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References
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Barthes, R. (1987). Image-music-text. (S. Heath, Trans.) Fontana: London.
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Belfanti, G. (2015b). Renaissance and Made in Italy: marketing Italian fashion through history. Journal of Modern Italian Studies, 20(1), 53-66.
Bertoli, G., Busacca, B., Ostillio, M. C., & Di Vito, S. (2016). Corporate museums and brand authenticity: Explorative research of the Gucci Museo. Journal of Global Fashion Marketing, 7, 181–195.
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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, 166–180.
Carmona, M. (2015). Re-theorising contemporary public space: a new narrative and a new normative. Journal of Urbanism: International Research on Placemaking and Urban Sustainability, 8(4), 373-405.
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De Carlo, M., Canali, S., Pritchard, A., & Morgan, N. (2009). Moving Milan towards Expo 2015: Designing Culture into a City Brand. Journal of Place Management and Development 2(1), 28–22.
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Graham, S. (2001). The spectre of the splintering metropolis. Cities 18 (6), 365–368.
Hall, S. (1995). New cultures for old. In Massey, D. & Jess, P. (Eds.) A place in the world (pp. 175-214). Milton Keynes: Open University Press.
Hall, S. (2006). Encoding/decoding. In Durham, M. & Kellner, D. (Eds.) Media cultural studies: keyworks. Malden: Blackwell Publishing, 163-173.
Hajer, M. A. & Reijndorp, A. (2001). In Search of New Public Domain: Analysis and Strategy, Rotterdam: NAi Publishers.
Herstein, R., & Berger, R. (2013). Much More Than Sports: Sports Events as Stimuli for City Re-branding. Journal of Business Strategy 34(2), 38–44.
Hjelmslev, L. (1963). Prolegomena to a theory of language. (F. Whitfield, Trans.). Madison: University of Wisconsin Press.
Hospers, GJ. (2009). Lynch, Urry and City Marketing: Taking Advantage of the City as a Built and Graphic Image. Place Branding and Public Diplomacy 5(3), 226–233.
Jansson, J. & Power, D. (2010) Fashioning a global city: global city brand channels in the fashion and design industries. Regional Studies, 44(7), 889-904.
Jaworski, A. & Thurlow, C. (2010). Introducing semiotic landscapes. In Jaworski, A. & Thurlow, C. (Eds.) Semiotic landscapes: language, image, space (pp. 1-40). London: Continuum.
Kapferer, J. N. (2008). The new strategic brand management. Creating and sustaining brand equity long term. (4th ed.). London and Philadelphia: Kogan Page Limited.
Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands, Journal of Place Branding, 1(1), 58 – 73.
Karimzadeh, A., Khosravi, A., & Dastgerdi, H.R.R. (2013). City and citizen as a text and its author: a semiotic reading. Planum. The Journal of Urbanism. Vol. 2, n. 27. NUL – New Urban Languages Conference Proceedings.
Kim, S., Shimuzi, A., & Donvito, R. (2016). Italian fashion case study. Journal of Global Fashion Marketing, 7(3), 147-149.
Koolhaas, R. (2000). Rem Koolhaas with Jennifer Sigler. Interview edited by Jennifer Sigler appeared in Index Magazine and Index Worldwide. Retrieved from: http://www.indexmagazine.com/interviews/rem_koolhaas.shtml [Last access 27/12/2019]
Kowalik, I. (2012). Influence of Trade Fairs on a Host City Brand. Viesoji Politika ir Administravimas 11(4), 629–640.
Kress, G., & van Leeuwen, T. (1996). Reading images: the grammar of visual design. London: Routledge.
Leinberger, C. B. & Berens, G. (1997). Executive Summary: Creating better urban parks and open spaces. In Mehta, V. (Ed.) Public space: critical concept in built environment (pp. 262-278). London and New York: Routledge.
Leitch, L. (October/November, 2016). The frock-star treatment. 1843 Magazine, https://www.1843magazine.com/features/the-frockstar-treatment [Last access 27/12/2019]
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Liu, Y., & Chong, C. (2007). The Effects of Festivals and Special Events on City Image Design. Frontiers of Architecture and Civil Engineering in China 1(2), 255–259.
Lucarelli, A., & Berg, P. O. (2011). City branding: A state-of-the-art review of the research domain. Journal of Place Management and Development, 4 (1), 9–27.
Mehta, V. (2015). Public space: critical concept in built environment. London and New York: Routledge.
Muratovski, G. (2012). The Role of Architecture and Integrated Design in City Branding. Place Branding and Public Diplomacy 8(3), 195–207.
Nervino, E. (2017). Social media is the new black: a social semiotic analysis of luxury branding discourse. PhD thesis submitted to The Hong Kong Polytechnic University, Hong Kong.
Nickerson, N.P., & Mosey, N.R. (1999) Branding a state from features to positioning: Making it simple? Journal of Vacation Marketing, 5(3), 217-226.
Nissen, S. (2008). Urban Transformation from Public and Private Space to Spaces of Hybrid Character. Sociologický časopis. Czech Sociological Review, 44 (6), 1129-1149.
Okonkwo, U. (2007). Luxury fashion branding: trends, tactics, techniques. Basingstoke, New York: Palgrave Macmillan.
Oldenburg, R. (2009). Celebrating the Third Place: Inspiring Stories About the Great Good Places at the Heart of Our Communities. Boston, MA: De Capo Press.
Project for Public Space (PPS) (2000). How to turn a place around: A handbook for creating successful public spaces. New York, NY: Project for Public Spaces.
Reem, A., Ayedrous, A., & Hashim, B. (2012). Branding the Brand New City: Abu Dhabi, Travelers Welcome. Place Branding and Public Diplomacy 8(1), 72–82.
Richards, G., & Wilson, J. (2004). The Impact of Cultural Events on City Image: Rotterdam, Cultural Capital of Europe 2001. Urban Studies 41(10), 1931–1951.
Robbie, B.H.G. & Yeoh, B.S.A. (Eds.) (2003). Theorizing the Southeast Asian City as Text. Urban landscapes, cultural documents, and interpretative experiences. Singapore: World Scientific Publishing.
Rocca, F. (26 June 2016). Non notate nulla di strano? Vanity Fair, https://www.vanityfair.it/fashion/borse/16/06/23/dolce-gabbana-pubblicita-armani-jeans [Last access 27/12/2019]
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Rossini, F., Roca, E., & Harris, S. (2018). The Notion of Ground: A Definition of Urban Permeability in Hong Kong and Barcelona. ACE Journal: Architecture, City and Environment. 13(38), 211-234. doi: 10.5821/ace.13.38.5432
Saussure, F. (1974). General course in linguistics. New York: Philosophical Library.
Scollon, R. & Scollon, S.W. (2003). Discourses in place. Languages in the material world. London and New York: Routledge.
Sennet R. (1977). The fall of public man. Cambridge: Cambridge University Press.
Sevcik, T. (2011). Strategic Urban Narratives: Beyond Conventional City Branding, Development. Special Issue: Sustainable Cities 54(3), 343–344.
Smith, A. (2005). Reimaging the City: The Value of Sport Initiatives. Annals of Tourism Research 32(1), 217–236.
Stokes, R.J. (2006) Business Improvement Districts and Inner City Revitalization: The Case of Philadelphia’s Frankford Special Services District. Intl Journal of Public Administration, 29, 173-186.
Waitt G. (1999). Playing Games with Sydney: Marketing Sydney for the 2000 Olympics. Urban Studies 36(7), 1055–1077.
Westerbeek, HM., Turner, P., & Ingerson, L. (2002). Key Success Factors in Bidding for Hallmark Sporting Events. International Marketing Review 19(3), 303–322.
Xue, K., Chen, X., & Yu, M. (2012). Can the World Expo change a city’s image through foreign media reports? Public Relations Review 38(5), 746–754.
YouTube, https://www.youtube.com/watch?v=jKyI7-jVYMU [Last access 27/12/2019]
YouTube, https://www.youtube.com/watch?v=LJVvPg_QGUM [Last access 27/12/2019]
Zhang, L, & Zhao, S.X. (2009). City Branding and the Olympic Effect: A Case Study of Beijing. Cities 26(5), 245–254.
Avraham, E. (2000). Cities and Their News Media Images. Cities 17(5), 363–370.
Banerjee, T. (2001). The future of public space: Beyond invented street and reinvented places. Journal of the American Planning Association 67(1), 9-24.
Barthes, R. (1987). Image-music-text. (S. Heath, Trans.) Fontana: London.
Belfanti, G. (2015a). History as intangible asset for the Italian fashion business. Journal of Historical Research in Marketing, 7(1), 74-90.
Belfanti, G. (2015b). Renaissance and Made in Italy: marketing Italian fashion through history. Journal of Modern Italian Studies, 20(1), 53-66.
Bertoli, G., Busacca, B., Ostillio, M. C., & Di Vito, S. (2016). Corporate museums and brand authenticity: Explorative research of the Gucci Museo. Journal of Global Fashion Marketing, 7, 181–195.
Bucci, A., Codeluppi, V. & Ferraresi M. (2011). Il Made in Italy. Natura, settori e problemi. Roma: Carocci Editore.
Burden, A. (2014). Amanda Burden: How public spaces make cities work [Video File]. Retrieved from: https://www.ted.com/talks/amanda_burden_how_public_spaces_make_cities_work [Last access 27/12/2019]
Calvino, I. (2006). Invisible Cities (W. Weaver Trans.). Orlando, FL: Harcourt.
Calvino, I. (1983). Calvino on "Invisible Cities". Columbia: A Journal of Literature and Art, 8(Spring/Summer), 37-42.
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, 166–180.
Carmona, M. (2015). Re-theorising contemporary public space: a new narrative and a new normative. Journal of Urbanism: International Research on Placemaking and Urban Sustainability, 8(4), 373-405.
Caroli, M. G. (2014). Il marketing per la gestione competitiva del territorio. Modelli e strategie per attrarre (e far rimanere) nel territorio persone, imprese e grandi investimenti. Milano: Franco Angeli.
Cervellati P.L. (2000). L’arte di curare la città. Milano: Il Mulino.
Cho, I.S., Heng, C-K. & Trivic, Z. (2016). Re-framing urban space: urban design for emerging hybrid and high-density conditions. New York, NY: Routledge.
Cleave, E., Arku, G., Sadler, R. & Gilliland, J. (2016). The role of place branding in local and regional economic development: bridging the gap between policy and practicality. Regional Studies, Regional Science, 3 (1), 207-228.
Corbellini, E., & Saviolo, S. (2007). L’esperienza del lusso. Mondi, mercati, marchi. Milano: ETAS, RCS Libri S.p.A.
Croce, B. (1927). Il paradiso abitato da diavoli. Reprint in Uomini e cose della vecchia italia, Bari: Laterza, series 1, 3rd ed. (1956) 68-86.
Cuthbert, A., & McKinnell, K. (2001). Public domain, private interest – Social space in Hong Kong. In Miao, P. (Ed.) Public Places of Asia Pacific Countries: Current Issues and Strategies (pp.190–211). The Netherlands: Kluwer Academic Publishers
D Repubblica, https://video.d.repubblica.it/moda/dolce-and-gabbana-a-napoli-l-alta-moda-come-non-l-avete-mai-vista/5490/5629?refresh_ce [Last access 27/12/2019]
Dastgerdi, S. A. & De Luca, G. (2019). Strengthening the city’s reputation in the age of cities: an insight in the city branding theory. City Territ Archit, 6(2). Doi: https://doi.org/10.1186/s40410-019-0101-4.
De Carlo, M., Canali, S., Pritchard, A., & Morgan, N. (2009). Moving Milan towards Expo 2015: Designing Culture into a City Brand. Journal of Place Management and Development 2(1), 28–22.
De Solà Morales, M. (1992). Un nuevo reto: Urbanizar lo Privado. Espacios públicos y espacios colectivos. La Vanguardia, Sección de Cultura y Arte, Barcelona.
Dinnie, K. (2011) (ed.) City Branding. Theory and Cases. Basingstoke, New York: Palgrave Macmillan.
Dion, D., & Mazzalovo, G. (2016). Reviving sleeping beauty brands by rearticulating brand heritage. Journal of Business Research, 69(12), 5894-5900.
Dolce & Gabbana Facebook page, https://www.facebook.com/DolceGabbana/ [Last access 27/12/2019]
Dolce & Gabbana website, http://www.dolcegabbana.com/corporate/en/group/profile.html [Last access 27/12/2019]
Donskis, L. (2009). Troubled identity and the modern world. New York and Basingstoke: Palgrave Macmillan.
Fabris, G., & Minestroni, L. (2004). Valore e valori della marca. Come gestire una marca di successo. Milano: FrancoAngeli.
Graham, S. (2001). The spectre of the splintering metropolis. Cities 18 (6), 365–368.
Hall, S. (1995). New cultures for old. In Massey, D. & Jess, P. (Eds.) A place in the world (pp. 175-214). Milton Keynes: Open University Press.
Hall, S. (2006). Encoding/decoding. In Durham, M. & Kellner, D. (Eds.) Media cultural studies: keyworks. Malden: Blackwell Publishing, 163-173.
Hajer, M. A. & Reijndorp, A. (2001). In Search of New Public Domain: Analysis and Strategy, Rotterdam: NAi Publishers.
Herstein, R., & Berger, R. (2013). Much More Than Sports: Sports Events as Stimuli for City Re-branding. Journal of Business Strategy 34(2), 38–44.
Hjelmslev, L. (1963). Prolegomena to a theory of language. (F. Whitfield, Trans.). Madison: University of Wisconsin Press.
Hospers, GJ. (2009). Lynch, Urry and City Marketing: Taking Advantage of the City as a Built and Graphic Image. Place Branding and Public Diplomacy 5(3), 226–233.
Jansson, J. & Power, D. (2010) Fashioning a global city: global city brand channels in the fashion and design industries. Regional Studies, 44(7), 889-904.
Jaworski, A. & Thurlow, C. (2010). Introducing semiotic landscapes. In Jaworski, A. & Thurlow, C. (Eds.) Semiotic landscapes: language, image, space (pp. 1-40). London: Continuum.
Kapferer, J. N. (2008). The new strategic brand management. Creating and sustaining brand equity long term. (4th ed.). London and Philadelphia: Kogan Page Limited.
Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands, Journal of Place Branding, 1(1), 58 – 73.
Karimzadeh, A., Khosravi, A., & Dastgerdi, H.R.R. (2013). City and citizen as a text and its author: a semiotic reading. Planum. The Journal of Urbanism. Vol. 2, n. 27. NUL – New Urban Languages Conference Proceedings.
Kim, S., Shimuzi, A., & Donvito, R. (2016). Italian fashion case study. Journal of Global Fashion Marketing, 7(3), 147-149.
Koolhaas, R. (2000). Rem Koolhaas with Jennifer Sigler. Interview edited by Jennifer Sigler appeared in Index Magazine and Index Worldwide. Retrieved from: http://www.indexmagazine.com/interviews/rem_koolhaas.shtml [Last access 27/12/2019]
Kowalik, I. (2012). Influence of Trade Fairs on a Host City Brand. Viesoji Politika ir Administravimas 11(4), 629–640.
Kress, G., & van Leeuwen, T. (1996). Reading images: the grammar of visual design. London: Routledge.
Leinberger, C. B. & Berens, G. (1997). Executive Summary: Creating better urban parks and open spaces. In Mehta, V. (Ed.) Public space: critical concept in built environment (pp. 262-278). London and New York: Routledge.
Leitch, L. (October/November, 2016). The frock-star treatment. 1843 Magazine, https://www.1843magazine.com/features/the-frockstar-treatment [Last access 27/12/2019]
Lau F., Leung, A. (2005). Design and City Branding – From School to City. Place Branding and Public Diplomacy 1(3), 265–272.
Liu, Y., & Chong, C. (2007). The Effects of Festivals and Special Events on City Image Design. Frontiers of Architecture and Civil Engineering in China 1(2), 255–259.
Lucarelli, A., & Berg, P. O. (2011). City branding: A state-of-the-art review of the research domain. Journal of Place Management and Development, 4 (1), 9–27.
Mehta, V. (2015). Public space: critical concept in built environment. London and New York: Routledge.
Muratovski, G. (2012). The Role of Architecture and Integrated Design in City Branding. Place Branding and Public Diplomacy 8(3), 195–207.
Nervino, E. (2017). Social media is the new black: a social semiotic analysis of luxury branding discourse. PhD thesis submitted to The Hong Kong Polytechnic University, Hong Kong.
Nickerson, N.P., & Mosey, N.R. (1999) Branding a state from features to positioning: Making it simple? Journal of Vacation Marketing, 5(3), 217-226.
Nissen, S. (2008). Urban Transformation from Public and Private Space to Spaces of Hybrid Character. Sociologický časopis. Czech Sociological Review, 44 (6), 1129-1149.
Okonkwo, U. (2007). Luxury fashion branding: trends, tactics, techniques. Basingstoke, New York: Palgrave Macmillan.
Oldenburg, R. (2009). Celebrating the Third Place: Inspiring Stories About the Great Good Places at the Heart of Our Communities. Boston, MA: De Capo Press.
Project for Public Space (PPS) (2000). How to turn a place around: A handbook for creating successful public spaces. New York, NY: Project for Public Spaces.
Reem, A., Ayedrous, A., & Hashim, B. (2012). Branding the Brand New City: Abu Dhabi, Travelers Welcome. Place Branding and Public Diplomacy 8(1), 72–82.
Richards, G., & Wilson, J. (2004). The Impact of Cultural Events on City Image: Rotterdam, Cultural Capital of Europe 2001. Urban Studies 41(10), 1931–1951.
Robbie, B.H.G. & Yeoh, B.S.A. (Eds.) (2003). Theorizing the Southeast Asian City as Text. Urban landscapes, cultural documents, and interpretative experiences. Singapore: World Scientific Publishing.
Rocca, F. (26 June 2016). Non notate nulla di strano? Vanity Fair, https://www.vanityfair.it/fashion/borse/16/06/23/dolce-gabbana-pubblicita-armani-jeans [Last access 27/12/2019]
Rossi, A. (1982) The architecture of the city. Cambridge, Mass: Opposition Books/MIT press.
Rossini, F. (2014) Nuevos espacios colectivos de la ciudad vertical contemporánea: el caso de Hong Kong. PhD thesis, Universitat Politècnica de Catalunya, Barcelona.
Rossini, F., Roca, E., & Harris, S. (2018). The Notion of Ground: A Definition of Urban Permeability in Hong Kong and Barcelona. ACE Journal: Architecture, City and Environment. 13(38), 211-234. doi: 10.5821/ace.13.38.5432
Saussure, F. (1974). General course in linguistics. New York: Philosophical Library.
Scollon, R. & Scollon, S.W. (2003). Discourses in place. Languages in the material world. London and New York: Routledge.
Sennet R. (1977). The fall of public man. Cambridge: Cambridge University Press.
Sevcik, T. (2011). Strategic Urban Narratives: Beyond Conventional City Branding, Development. Special Issue: Sustainable Cities 54(3), 343–344.
Smith, A. (2005). Reimaging the City: The Value of Sport Initiatives. Annals of Tourism Research 32(1), 217–236.
Stokes, R.J. (2006) Business Improvement Districts and Inner City Revitalization: The Case of Philadelphia’s Frankford Special Services District. Intl Journal of Public Administration, 29, 173-186.
Waitt G. (1999). Playing Games with Sydney: Marketing Sydney for the 2000 Olympics. Urban Studies 36(7), 1055–1077.
Westerbeek, HM., Turner, P., & Ingerson, L. (2002). Key Success Factors in Bidding for Hallmark Sporting Events. International Marketing Review 19(3), 303–322.
Xue, K., Chen, X., & Yu, M. (2012). Can the World Expo change a city’s image through foreign media reports? Public Relations Review 38(5), 746–754.
YouTube, https://www.youtube.com/watch?v=jKyI7-jVYMU [Last access 27/12/2019]
YouTube, https://www.youtube.com/watch?v=LJVvPg_QGUM [Last access 27/12/2019]
Zhang, L, & Zhao, S.X. (2009). City Branding and the Olympic Effect: A Case Study of Beijing. Cities 26(5), 245–254.