Antonio Santos del Valle
The Polite fashion brand as an example of shopping tourism: the influence of Ibagué (Colombia) on international fashion
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Other articles by the author: Shopping tourism as an asset in the tourist offer of destinations; Climate Change and its Impact on Tourism; Tourism, crafts and cultural identity ; Community-based tourism and some new management models; Approach to wellness and health tourism; Luxury Tourism Trends. An Observer's Perspective; Global shopping tourism outlook (2024-2031); The Archaeological Site of Gadir as a tourist resource in the city of Cadiz; Artificial Intelligence in the transformation of the Fashion Industry; The Paris Olympics, tourism and a country's image; Tourism in Spain: an economic and social engine with emerging challenges; Magical Towns: history, characteristics and opportunities for Tourism Development; Strategic Tourism and Strategic Tourism Strategy; Chocoshow 2024: a tribute to Colombian cocoa and the tireless work of FEDECACAO; The transformation of shopping centres: evolution, strategies and consumer behaviour
Carlos Polite, the artistic director of the Polite brand
Antonio Santos del Valle
The Polite fashion brand as an example of shopping tourism: the influence of Ibagué (Colombia) on international fashion
Shopping tourism has become one of the most important trends of the 21st century, driven by a globalization that connects people with products and experiences from around the world. In this context, fashion brands play a crucial role, not only as symbols of style and status, but also as economic drivers that redefine the role of cities in the dynamics of global tourism. This phenomenon is not only limited to large capitals such as Paris, New York or Milan; in Latin America, emerging cities such as Ibagué (Colombia) are proving that they can become fashion epicenters and shopping tourism destinations.
In this article, I show how a fashion brand such as POLITE can be a clear example of the convergence between tourism, international fashion and the potential of cities outside the traditional fashion radar. We will also highlight how Ibagué has evolved as a key city in this phenomenon.
Shopping Tourism: beyond the big capitals
Shopping tourism is defined as the practice of traveling with the main purpose of acquiring unique, luxury or representative products of a specific place. Traditionally, the major fashion capitals have dominated this type of tourism thanks to their reputation, infrastructure and access to global brands. However, the landscape is changing.
Smaller, regional cities are attracting the attention of tourists thanks to their authenticity, unique value propositions and a focus on specific markets. These cities offer a shopping experience that combines fashion, culture and tourism in a single package. This is the case of Ibagué, which has capitalized on its legacy as “the musical capital of Colombia” and fused it with the boom of its textile industry to position itself as an emerging destination for shopping tourism.
The case of Ibagué: fashion and tourism in synergy
Located in the center of the country, Ibagué has historically been recognized for its rich cultural and musical tradition. In recent years, however, it has begun to stand out in the fashion industry, thanks to its strong textile base and a growing number of events that celebrate design and creativity. The city organizes events such as Ibagué, Negocios y Moda, a fair that brings together designers, manufacturers and buyers from all over the country, and has managed to position itself as a national fashion reference.
The boom of Ibagué as a destination for shopping tourism is also supported by the strategy of local brands that have understood the importance of connecting their products with tourism. In the case of POLITE, they not only offer high quality clothing, but also complete experiences that involve the visitor in the creation and production process, something that is difficult to find in large international chains.
International fashion from Ibagué
One of the reasons why POLITE is gaining prominence on the international scene is its ability to compete in terms of quality and design. POLITE has adopted global standards in its production processes, which allows them to attract both national and international clients.
Carlos Polite, the artistic director of the Polite brand, is a design visionary who fuses art, sustainability and fashion. Recognized for his innovative approach, he has taken the brand to important international platforms such as Pasarela 080 Barcelona Fashion and BCapital Bogotá. Polite works with a multidisciplinary team that includes designers, artisans and sustainability experts, achieving pieces that reflect both Colombia's cultural identity and global design standards.
Polite's success is not limited to its local impact. The brand has won awards such as Best Fashion Film at international fashion festivals, demonstrating its ability to compete on the global stage. This recognition validates not only the quality of its design, but also the relevance of Ibagué as a creative center.
In addition, Polite has collaborated with important figures in the fashion world, positioning itself as a reference for those interested in fresh and sustainable proposals. This international focus has reinforced Ibagué's role as a bridge between Colombian tradition and global trends.
The sustainable approach has also been a differential factor, betting on environmentally friendly practices. This resonates particularly with foreign tourists, who value not only the aesthetics of the product, but also its environmental impact.
In addition, POLITE has demonstrated that it is not necessary to be located in large capitals to influence international fashion. Through strategic partnerships, exports and the use of digital platforms, they have managed to reach global markets and attract tourists interested in exclusive and authentic products.
PRESS KIT POLITE ENG_compressed.pdfThe role of local identity with a global vision
One of the most attractive aspects of POLITE in Ibagué is its ability to reflect local cultural identity in its designs. This translates into pieces that not only meet global fashion standards, but also tell unique stories about their origin.
For example, by incorporating traditional fabrics and artisanal techniques that are part of Colombia's cultural heritage. This makes each garment a symbol of the country's rich history and diversity, which is particularly attractive to tourists.
This approach not only benefits the brand, but also the city in general, as it promotes an image of Ibagué as a multifaceted tourist destination, where fashion, culture and tourism converge harmoniously.
A model of sustainable tourism
In the case of the city of Ibagué, it is clear that this tourist destination is not overcrowded, and therefore has the opportunity to develop a more sustainable and balanced shopping tourism model. This implies not only attracting more visitors, but also ensuring that the growth of the industry benefits local communities and protects the natural environment, without forgetting to complement the experience with visits to modern shopping centers with varied offerings such as La Estación Centro Comercial.
The use of digital platforms will be key to this growth. Through e-commerce and social networks, brands can reach global markets without relying exclusively on face-to-face tourism. This will not only expand their reach, but also attract more tourists interested in experiencing firsthand what the city has to offer.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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