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.
Management of Fashion and Luxury Companies
от партнера
Università Bocconi
Об этом курсе
4.7
Оценки: 1,717
Приобретаемые навыки
Strategic ManagementBusiness ModelLuxury GoodsBrand Management
Программа курса: что вы изучите
Неделя
1What 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.
10 videos (Total 55 min), 8 материалов для самостоятельного изучения
10 видео
1. What Is Fashion?10мин
2. New Trends6мин
3. The Dream Factor and Media System4мин
4. What Is Luxury?6мин
5. Luxury as a Product4мин
6. Luxury as a Business3мин
7. Luxury as a Culture4мин
8. Luxury as a Customer3мин
9. What Is Luxury Not?4мин
10. Fashion, Luxury, and Millennials: Interviews (Additional Material)5мин
8 материала для самостоятельного изучения
Above and Beyond the Course10мин
Surviving the Course10мин
About Professors10мин
Additional Readings & Material10мин
Coffee with a Fashion Expert10мин
Careers in Fashion and Luxury Companies10мин
Best Practices in Fashion and Luxury Companies10мин
Slides and Pinterest10мин
Неделя
2The 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 (Total 125 min), 1 материал для самостоятельного изучения
16 видео
Introduction1мин
Fashion Market Segmentation10мин
Business Models Framework5мин
Business Models in the Market5мин
Luxury Brands6мин
Luxury Conglomerates4мин
Premium Brands5мин
Designer Brands6мин
Vertical Retailers - Mass or Fast8мин
Interview with Moncler10мин
Licensing21мин
Interview with Rainbow3мин
Textile Industry3мин
Ingredient Brands3мин
Interview with Albini16мин
Interview with Vitale Barberis Canonico11мин
1 материала для самостоятельного изучения
Slides and Pinterest10мин
Неделя
3Stylistic 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.
8 videos (Total 50 min), 2 материалов для самостоятельного изучения, 1 тест
8 видео
The Concept of Stylistic Identity5мин
How to Develop a Collection7мин
Brand Identity7мин
Case Study: Woolmark2мин
Interview: Landor and Associates8мин
Case Study: DSQUARED27мин
Case Study: BOTTEGA VENETA3мин
2 материала для самостоятельного изучения
Slides and Pinterest10мин
About Quizzes - Read carefully10мин
1 практического упражнения
Modules 1-340мин
Неделя
4Image 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.
7 videos (Total 100 min), 3 материалов для самостоятельного изучения
7 видео
How to Build a Strong Communication Identity12мин
Masstige19мин
The Digital Challenge4мин
Round Table with International Bocconi Students18мин
Interview with Tomaso Galli18мин
Interview with Attila & Co.14мин
3 материала для самостоятельного изучения
Slides and Pinterest10мин
Additional Material10мин
How is 3D printing changing fashion?10мин
53%
начал новую карьеру, пройдя эти курсы
83%
получил значимые преимущества в карьере благодаря этому курсу
Лучшие рецензии
автор: PM•Mar 2nd 2017
What a great resource for both Fashion and Business Students around the world. I am a student in London using this resource to further my knowledge and Iove it. I will continue using and supporting.
автор: MM•Sep 27th 2017
I really enjoyed all the course because it gives a great overview of the industry. It is well structured between theory and examples / interview. Hope you create a second and more advanced course
Преподавателя
Erica Corbellini
DirectorMAFED - Master in Fashion, Experience and Design Management
Stefania Saviolo
DirectorLuxury & Fashion Knowledge Center - SDA Bocconi
О Università Bocconi
Our ambition is to develop students' potential and foster knowledge in Business, Economics and Law through innovative learning and research activities in a multicultural environment. Bocconi is a community that constantly innovates teaching and learning technologies and that strongly believes in the power of life-long learning and networking.
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