As mentioned above, some huge organizations manage to become extremely popular in some cities, and people become to identify them as a major part of the culture of these areas. For example, the department store company Century 21 is considered an iconic shop in New York and a must-see for tourists (Lisicky). Before COVID-19 made the retailer declare itself bankrupt, which became devastating news for the citizens, it was common for many guests of New York to prefer visiting this department store before seeing other places. As noticed by Lisicky, this shop was “regarded as “New York’s Best Kept Secret” and “has served as a beacon of New York’s style and resilience.” The location of its main store was across the World Trade Center, and after the shop managed to survive the terrorist attacks, it began to attract even more customers and tourists and even became the symbol of New York.
Consequently, it is possible to say that this department store has become a unique and iconic reference point for ordinary people. For many years, the fashion of the city’s representatives of lower and middle classes had been determined by this particular store, and Century 21 had been setting cultural trends in New York (Fickenscher). Some lower-class residents from other countries recognize the city precisely by and through this department store. Nowadays, Century 21 plans on reopening its stores and becoming even more culturally influential (Fickenscher). Previously in the paper, it was mentioned that the coronavirus caused specific depersonalization of the cultural flavor because people’s interests were aimed at the fight against the disease. At the same time, in relation to Century 21, it is noticeable that the news about its bankruptcy has shocked people who continued waiting for their favorite department store to reopen. Therefore, there is a mutual connection – New Yorkers shape the culture of Century 21, and the company shapes the culture and image of the city. Thus, after its reopening, there will be an even stronger association that will allow Century 21 to continue attracting tourists and influencing the city’s branding.
Further, it is possible to explore the influence of Nike – a world-famous footwear manufacturing company. Noticeably, its advertisement may be seen all over the city, and this company has become a major part of New York. There is no doubt that it continues shaping the culture and image of the city. For example, the fact that many citizens, even not sportsmen or sportswomen, wear Nike’s accessories and equipment to become a part of a high fashion and unique culture proves the influence of the company (Nike News). Nike contributes to the development of New York City’s culture of sneakerhead persons – people who collect sneakers and consider this hobby to be extremely significant (Nike News). To simultaneously gain profit and promote this interesting trend, Nike continues shaping this culture.
Further, Nike promotes other trends in New York City – for instance, the culture of being busy and constantly moving. Nike focuses on sports equipment and tries to draw people’s attention to the necessity of staying fit (Nike News). There is a strong association between New York and people jogging in a park and wearing Nike’s accessories, which allows the company to promote its brand and at the same time shape the culture of the city. What is more, it is vital to mention that the main building of Nike in New York is located in the House of Innovation 000, the six stories of which “cover more than 68,000 square feet on the corner of Fifth Avenue and 52nd Street” (Nike News). Thus, Nike is in the very heart of New York that also proves the company’s impact.
Apart from private companies that influence and maintain the specific culture of a city, the government also plays a significant role. Las Vegas and its image that is known and recognized all over the world is a great example. For instance, many other cities try to become the capital of the economy and technological innovations. However, the purpose of the government of Las Vegas was to make their city become a place of people’s dreams, joy, fun, and carelessness. Numerous tourists come to Las Vegas to feel like children again and escape from the hustle and bustle and responsibilities. When talking about Las Vegas, most persons imagine casinos, money, bright colors and glitter of gold, amusement parks, and lack of any duties or stress. Thus, it is possible to say that the plan of the government of Las Vegas became successful, and they managed to create a city of dreams. This is a great example of place branding and the possibility of creating a strong and recognizable image of a specific city.
Works Cited
Fickenscher, Lisa. “Century 21 Is Plotting a Comeback in the US and NYC.” The New York Post, Web.
Lisicky, Michael. “Century 21, A Symbol of Style and Strength, Initiated Its Closing Sale on September 11.” Forbes, Web.
Nike News. “Nike’s New NYC Flagship is the Face of Living Retail.” Nike, Web.