I’m out on a little excursion. I tick off places in Croatia, which you usually hear about in the sunnier season.
Now, I have been in Rovinj in Croatia. I have done the thing most people do when travelling, I have walked the streets, and I have been eating dinners, and drinking finer liquor in bars overlooking the marina. I have also done what most people don’t do, I have been asking why. In Rovinj I come along the question of what people really shop in tourists cities, and what they would like to shop (even if the maybe don’t know at the moment).
What surprises me every time in lovely cities like Rovinj (but it could be wherever) is that the supply is the same you find the usual souvenir stuff, you find the food and drinks (most often good things are not displayed, instead the only the average pieces are for sale), and in addition are all these “art-shops”. I always wonder who are these people who buy art in touristic city in greece?
My why questions to all this is “why doesn’t a city like Rovinj go back to its core values (call it brand values if you want), and define a strategy of standing out?”
Just look at the pictures. Rovinj is a paradise, at the same time it is beautiful as nearly nothing in the world, it also has a mystique over itself. It is placed more or less in the sea, and it has roman heritage.
So, Rovinj here is for you. Rovinj, dig where you stand! Build a story about the cities historic experience in soaps, and healing creams. Learn from your Italian roots, and design an exceptional packaging line of products, go out in the world and help people feel better with the spirit of Rovinj. Through out the art, and replace it with the heart of your city.
Which more cities could go back to there roots, and learn to differentiate, and position themselves?
