Analysing Fondation Pierre Bergé - Yves Saint Laurent: an opportunity for Marrakech to grow sustainable in fashion tourism.
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.
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