Global Language Monitor released its annual ranking of the most fashionable cities for 2012. GLM's Narrative Tracking technology analyses the Internet, blogs, top 250,000 print and electronic news media and social media sources like Twitter to generate this ranking. Words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.
The list this year comprises 55 cities (as compared to 50 last year) to recognise the significance and growth of regional capitals with their distinctive styles and contributions to the fashion industry, says GLM. We give some of our thoughts for our key cities (that we have offices in both places is not a co-incidence!)
London (Ranked #1): The Duchess of Cambridge (Kate Middleton) has emerged as a formidable force for London and has firmly put the city in the top spot, edging out New York and Paris. "London's two-year run has been has been propelled by two rather extraordinary circumstances -- the emergence of Kate Middleton as a top fashion icon, and the recent completion of what has been hailed as an extremely successful Summer Olympics," said Bekka Payack, fashion director of GLM.
Mumbai (Ranked #38): The city dropped drastically from last year's 24th rank to Number 38 this year. We guess that the numerous fashion weeks in multiple cities in India (and the Couture week, and the Jewellery week, etc.) certainly leads to a fragmentation of the market and the audience. Sonam Kapoor, who lives in Mumbai, has certainly emerged as a global icon for Indian Fashion, but Sonam alone cannot propel the city's reputation - more is going to be needed. The emergence of an active fashion blogging culture is certainly going to help!