Management of Fashion and Luxury Companies

6 Dec

by Università Bocconi

 

About this course:

Learn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts. Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global marketplace. Topics such as the impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course.

 

  • Taught by:    Erica Corbellini, Director

    MAFED – Master in Fashion, Experience and Design Management

  • Taught by:    Stefania Saviolo, Director

    Luxury & Fashion Knowledge Center – SDA Bocconi

    https://www.coursera.org/learn/mafash#

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7 Responses to “Management of Fashion and Luxury Companies”

  1. Concatervate 06/12/2016 at 12:27 #

    Syllabus
    WEEK 1
    What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics
    Welcome to the first week of our course! Before moving this week contents, please dedicate some time to read the About the Course section where you can find a series of useful information to approach the course the best way. The Trips&Tricks section contains some insights and best practices that Lucia Paladino (an industry expert) shared with our community. Once you have done with these introductory readings you can finally move to the first contents! This first module is dedicated to a general introduction to fashion and luxury concepts: what they imply, how they are perceived, how they differ, and what other basic ideas in this industry are. Less
    10 videos, 8 readings
    Reading: Above and Beyond the Course
    Reading: Surviving the Course
    Reading: About Professors
    Reading: Additional Readings & Material
    Reading: Coffee with a Fashion Expert
    Reading: Careers in Fashion and Luxury Companies
    Reading: Best Practices in Fashion and Luxury Companies
    Reading: Slides and Pinterest Board
    Video: 1. What Is Fashion?
    Video: 2. New Trends
    Video: 3. The Dream Factor and Media System
    Video: 4. What Is Luxury?
    Video: 5. Luxury as a Product
    Video: 6. Luxury as a Business
    Video: 7. Luxury as a Culture
    Video: 8. Luxury as a Customer
    Video: 9. What Is Luxury Not?
    Video: 10. Fashion, Luxury, and Millennials: Interviews (Additional Material)

    • Concatervate 06/12/2016 at 12:28 #

      WEEK 2
      The Evolution of Business Models: From Designers to Fast Fashion Retailers
      This second week will be significantly denser and more time consuming than the first one. The topic is that of Business Models in Fashion and Luxury, and will give you a lot of important insights on this industry.
      16 videos, 1 reading
      Reading: Slides and Pinterest Board
      Video: Introduction
      Video: Fashion Market Segmentation
      Video: Business Models Framework
      Video: Business Models in the Market
      Video: Luxury Brands
      Video: Luxury Conglomerates
      Video: Premium Brands
      Video: Designer Brands
      Video: Vertical Retailers – Mass or Fast
      Video: Interview with Moncler
      Video: Licensing
      Video: Interview with Rainbow
      Video: Textile Industry
      Video: Ingredient Brands
      Video: Interview with Albini
      Video: Interview with Vitale Barberis Canonico

  2. Concatervate 06/12/2016 at 12:29 #

    WEEK 3
    Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection
    Welcome to module 3! The main topics here will be the complexity of product development, brand identity, stylistic identity, and the development of the collection. Remember also that at the end of this module you will find the first QUIZ (counting 40% of the final grade)! This quiz is going to test your knowledge and understanding of the first three modules. You need to listen to all video lectures and to read all the slides of the three modules carefully to successfully complete it. Less
    8 videos, 2 readings
    Reading: Slides and Pinterest Boards
    Video: Complexity in Fashion Products Development
    Video: The Concept of Stylistic Identity
    Video: How to Develop a Collection
    Video: Brand Identity
    Video: Case Study: Woolmark
    Video: Interview: Landor and Associates
    Video: Case Study: DSQUARED2
    Video: Case Study: BOTTEGA VENETA
    Reading: About Quizzes – Read carefully
    Graded: Modules 1-3

  3. Concatervate 06/12/2016 at 12:30 #

    WEEK 4
    Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands
    Week 4 will cover another very crucial topic: Communication. Communication per se is an extremely rich and broad topic and the fashion and luxury industry requires a specific and dedicated chapter as it encompasses unique aspects that need to be correctly addressed and understood. Less
    7 videos, 1 reading
    Reading: Pinterest and Slides
    Video: Key Characteristics of Fashion Communication
    Video: How to Build a Strong Communication Identity
    Video: Masstige
    Video: The Digital Challenge
    Video: Round Table with International Bocconi Students
    Video: Interview with Tomaso Galli
    Video: Interview with Attila & Co.

  4. Concatervate 06/12/2016 at 12:31 #

    WEEK 5
    Retail Identity and Retail Management: the Customer’s Experience Within a Mix of Channels. The Future of Fashion E-tailing.
    In a world where geographical boundaries are physically and virtually evolving, companies need to be able to manage their international presence without losing their identity. There are a number of elements that need to be taken into account when planning retail strategy. Traditional distribution channels evolve while new channels enrich the scenario. This is also our last week of the course. At the end of it you will have the second QUIZ (40% of the final grade) covering module 4 and 5. Also in this case be sure to listen to all lectures and interviews, and to read all the slides to prepare yourself properly. Once you have done with this second quiz, you can move to the FINAL TEST. Less
    11 videos, 1 reading
    Reading: Slides and Pinterest
    Video: Introduction
    Video: Defining Retail
    Video: Retail Trends and Formats
    Video: Retail Channels
    Video: Retail Management
    Video: Retail Identity
    Video: Customer Experience
    Video: E-commerce
    Video: Case Study: DSQUARED2
    Video: Interview with Vente-Privee
    Video: New Trends in Fashion and Luxury
    Graded: Module 4 & 5

  5. Concatervate 06/12/2016 at 12:32 #

    WEEK 6
    FINAL TEST
    Congratulations! You made it up to here! The structure of the final test is different from the previous quizzes: you will be given 10 multiple choice questions based on two annual reports (Ferragamo and Nike). Of course the questions will be related to topics covered in the course but this time we are asking you to apply your knowledge to these two specific cases. The benefit of this format is twofold: on one hand you can apply some of the concepts you have learned so far, on the other you will see an annual report, a fundamental source of information you may have to handle in the future. This test will be more challenging than the two previous quizzes but don’t give up, and it counts only for 20% of the final grade in order not to penalize too much who is struggling with it. Less
    1 reading
    Reading: Annual Reports
    Graded: Final Test

  6. Concatervate 06/12/2016 at 12:33 #

    How It Works
    Coursework
    Coursework
    Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

    Help from Your Peers
    Help from Your Peers
    Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

    Certificates
    Certificates
    Earn official recognition for your work, and share your success with friends, colleagues, and employers.

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