The Prospects and Perils of Creating a Viable Fashion Identity

In a context of deindustrialization, both firms and local governments within “second-tier” fashion centers are striving to develop a distinct identity from which to market products and place. For cultural industries such as a fashion, this endeavor requires a set of localized capabilities. In particular, a network of relations between interdependent, industry actors is critical for cultivating a common culture and shared artistic sensibilities. This article considers the role that two intermediary institutions—the independent boutique and the fashion show—can play in promoting localized linkages and aesthetics.