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Buscas a Roma en Roma ¡Oh peregrino!: Imagen de la Roma antigua en la moda actual

Publicado en:Diseño De Moda: Teoría E Historia De La Indumentaria. (3): 63 - 72 - 2017-01-01 (3), DOI:

Autores: Guillermo García-Badell Delibes; Héctor Navarro

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Traveling is an adventure in itself in which, every time we reach a new city, we are surprised checking that reality does not correspond to our expectations. In fact, and contrary to common sense, the more a city is famous, the bigger we would be surprised by visiting it. “Anchoring and adjustment” in Marketing, explains how decision makers needs some reference before doing any valuation. To take better decisions, the previous “anchor” must be adapted, “adjusted” during the process. Therefore, anchor and adjustment principle can explain why cities serve as reference in marketing strategies. Moreover, this marketing principle introduces a reflection on what Rome actually symbolizes, and how this symbol is used in fashion communication

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