Analysing Fondation Pierre Bergé - Yves Saint Laurent: an opportunity for Marrakech to grow sustainable in fashion tourism.
Abstract
The globalization of fashion has led to the arise of new trends and hubs worldwide and, as a consequence, this phenomenon has boosted tourism in different cities. At present, both tourism and fashion represent two growing sectors and, if combined, they embody a multi-billion dollars’ worth industry which is expected to grow in the years to come. Fashion tourism in not relatively new, indeed it dates back to the early XIV century when fashion started becoming, for France, the main economic driver. Recently, it is split in three diverse categories: shopping tourism, creative tourism and cultural tourism. This last one, which defines a country’s culture, art and lifestyle, acts as a point of reference for the development of the following document. As a matter of fact, this paper aims to investigate the role of fashion institutions in enhancing fashion tourism and local cultural development, with a special focus on the Fondation Pierre Bergé - Yves Saint Laurent, based in Paris, and the respective Musée YSL, located in Marrakech. After a brief analysis of the Fondation, a gap could be identified: the Pierre Bergé - Yves Saint Laurent Fondation performs differently in France in comparison to the Moroccan city. Therefore, this study wants to highlight some recommendations for improvement that include a plan for further expansion of the Institution and that its touristic promotion mean a positive impact for local communities.
References
Ahmed,O., (October 30, 2017), The School That Pierre Bergè Built, Retrieved from: https://www.businessoffashion.com/articles/education/the-school-that-pierre-berge- built
Bigozzi, A., (2012). Casablanca, città aperta alla moda. In (pp. 64-65). Italy: Fashion. Retrieved from http://www.marocsourcing.ma/casablanca/images/FA1852_Casablanca.pdf?id=6069
Bounouar, J. (2019, January 24). Fast fashion continues to fuel Morocco clothing growth. Retrieved May, 2019, from https://www.just-style.com/analysis/fast- fashion-continues-to-fuel-morocco-clothing-growth_id135369.aspx
Butler, R.W. (1991) West Edmonton Mall as a tourist attraction, Canadian Geographer, 35, pp.287–295
Dahlström, B. (2017, November 23). " Le modèle du Musée YSL est une exception dans le monde entier" [Interview]. Retrieved May/June, 2019, from https://www.medias24.com/MAROC/CULTURE/178462-Bjorn-Dahlstrom-Le- modele-du-musee-YSL-est-une-exception-dans-le-monde-entier.html
Eco-friendly, fair and sustainable tourism in Morocco. (n.d.). Retrieved May/June, 2019, from https://www.visitmorocco.com/en/morocco/eco-friendly-fair-and- sustainable-tourism-morocco
Fondation Pierre Bergé – Yves Saint Laurent, (n.d.). Retrieved March 12, 2019, from http://jardinmajorelle.com/ang/fondation-pierre-berge-–-yves-saint-laurent/
Gatkowska, E.F., (March 29, 2018), Is Marrakech The New Fashion Blogger’s Must- Visit City For 2018? Retrieved from: https://theculturetrip.com/africa/morocco/articles/is-marrakech-the-new-fashion- bloggers-must-visit-city-for-2018/
Jennings, H., (2011). New African Fashion (Rep.). Prestel.
Kasraoui, S. (2017, October 21). Tourism’s Contribution to Morocco’s GDP Increased by 5% in 2016: HCP. Retrieved June 2, 2019, from https://www.moroccoworldnews.com/2017/10/231762/tourism-morocco-gdp-hcp/
Maroc, Observatoire du Tourisme, Casablanca. (n.d.). Statistiques sur le Tourisme au Maroc pour le Mois de Janvier 2019. Retrieved May/June, 2019, from https://www.tourisme.gov.ma/sites/default/files/tbnat-01-19.pdf
Moscardo, G., 2004, Shopping as a destination attraction: an empirical examination of the role of shopping in tourists’ destination choice and experience”. Journal of Vacation Marketing, 10 (4), pp.294-307.
Musée Yves Saint Laurent Paris, (n.d.). Retrieved April 2, 2019, from https://museeyslparis.com/en/museum
Richards, G., (March, 2003), What is Cultural Tourism, Retrieved from: https://www.researchgate.net/publication/324031354_What_is_Cultural_Tourism
Santos González, D. (2015). Desarrollo turístico a través del surf, en González García, E.; García Muñiz, A.; García Sansano, J. e Iglesias Villalobos, L. (Coords.) Mundos emergentes: cambios, conflictos y expectativas. Toledo: ACMS, pp 97-109
Timothy, D., 2004, Shopping Tourism, Retailing and Leisure, Aspects of Tourism vol.23 p.11
UNWTO, Global Report on Shopping Tourism, 2014, Retrieved from: http://cf.cdn.unwto.org/sites/all/files/pdf/am9-shopping-report_v2.pdf
UNWTO Publications, Tourism and Culture Synergies, 2018, Retrieved from: https://www.e-unwto.org/doi/pdf/10.18111/9789284418978
Waweru, N. (2018, September 28). Eight African fashion events that offer a taste of African Jcreativity and diversity. Retrieved May 22, 2019, from https://face2faceafrica.com/article/eight-african-fashion-events-that-offer-a-taste-of- african-creativity-and-diversity/9
We Are Social Follow. (2018, January 29). Digital in 2018 in Northern Africa. Retrieved May, 2019, from https://www.slideshare.net/wearesocial/digital-in-2018-in- northern-africa-86865355
Zha, W. (2018, October 01). Maroc in Mode: Morocco presents itself as a sourcing all-rounder. Retrieved May, 2019, from https://fashionunited.uk/news/fairs/maroc-in- mode-morocco-presents-itself-as-a-sourcing-all-rounder/2018092839193
This work is licensed under a Creative Commons Attribution 4.0 International License.
1.The works published in this magazine are subject to the following terms: Tourism Research Association (the publisher) preserves the patrimonial rights (copyright) of the published works, and favors and allows the reuse of them under the license of use indicated in point 2.
© Investur, 2017
2.The works are published in the electronic edition of the magazine under a Creative Commons Attribution-NonCommercial-NoDerivative 3.0 Spain (legal text) license. They can be copied, used, disseminated, transmitted and publicly displayed, provided that: i) the authorship and the original source of their publication (journal, editorial and URL of the work) are cited; ii) are not used for commercial purposes; iii) the existence and specifications of this license are mentioned.
3. Self-file conditions. Authors are allowed and encouraged to disseminate electronically the pre-print versions (version before being evaluated) and / or post-print (version evaluated and accepted for publication) of their works before publication, since it favors their circulation and earlier dissemination and with it a possible increase in its citation and scope among the academic community.
