Tourism Fashion is how to organize the activities and actions in this context.
Branded City: City of Brands or City as a Brand
Branded City: iamamsterdam – Fashion Brand, a Trade Mark for a City, works for representing a Place. Bicycle – is a core city look aspect of Amsterdam.
City interpretation through fashion – the behavior and features of the city.
Urban Scenario – typical tourist things, souvenirs.

Conclusion: to explore and consume the Brand of the City.