Об этом курсе

Недавно просмотрено: 362,180

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.

Карьерные результаты учащихся

50%

начал новую карьеру, пройдя эти курсы

45%

получил значимые преимущества в карьере благодаря этому курсу

Сертификат, ссылками на который можно делиться с другими людьми

Получите сертификат по завершении

100% онлайн

Начните сейчас и учитесь по собственному графику.

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.

Прибл. 11 часов на выполнение

Английский

Субтитры: Английский, Персидский

Приобретаемые навыки

Strategic ManagementBusiness ModelLuxury GoodsBrand Management

Карьерные результаты учащихся

50%

начал новую карьеру, пройдя эти курсы

45%

получил значимые преимущества в карьере благодаря этому курсу

Сертификат, ссылками на который можно делиться с другими людьми

Получите сертификат по завершении

100% онлайн

Начните сейчас и учитесь по собственному графику.

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.

Прибл. 11 часов на выполнение

Английский

Субтитры: Английский, Персидский

Программа курса: что вы изучите

Оценка контента98%(18,223 оценки)

Неделя

1

Неделя 1

3 ч. на завершение

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.

3 ч. на завершение

10 видео ((всего 55 мин.)), 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 материалов 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

2

Неделя 2

2 ч. на завершение

The Evolution of Business Models: From Designers to Fast Fashion Retailers

2 ч. на завершение

16 видео ((всего 125 мин.)), 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 материал для самостоятельного изучения

Slides and Pinterest10мин

Неделя

3

Неделя 3

2 ч. на завершение

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.

2 ч. на завершение

8 видео ((всего 50 мин.)), 2 материалов для самостоятельного изучения, 1 тест

8 видео

Complexity in Fashion Products Development6мин

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 практическое упражнение

Modules 1-340мин

Неделя

4

Неделя 4

2 ч. на завершение

Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands

2 ч. на завершение

7 видео ((всего 100 мин.)), 3 материалов для самостоятельного изучения

7 видео

Key Characteristics of Fashion Communication12мин

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

Неделя

5

Неделя 5

2 ч. на завершение

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.

2 ч. на завершение

10 видео ((всего 41 мин.)), 2 материалов для самостоятельного изучения, 1 тест

10 видео

Introduction1мин

Defining Retail3мин

Retail Trends and Formats4мин

Retail Channels5мин

Retail Management3мин

Retail Identity3мин

Customer Experience2мин

E-commerce6мин

Case Study: DSQUARED24мин

Interview with Vente-Privee4мин

2 материала для самостоятельного изучения

Slides and Pinterest10мин

Join he Discussion On Showrooming / Webrooming10мин

1 практическое упражнение

Module 4 & 530мин

Неделя

6

Неделя 6

1 ч. на завершение

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.

1 ч. на завершение

1 материал для самостоятельного изучения

1 материал для самостоятельного изучения

Annual Reports10мин

1 практическое упражнение

Final Test20мин

Часто задаваемые вопросы

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I purchase the Certificate?

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?

You will be eligible for a full refund until two weeks after your payment date, or (for courses that have just launched) until two weeks after the first session of the course begins, whichever is later. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the two-week refund period. See our full refund policy.
Is financial aid available?

Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You’ll be prompted to complete an application and will be notified if you are approved. Learn more.

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Management of Fashion and Luxury Companies