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.
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About this Course
최근 조회 53,805회
귀하가 습득할 기술
Strategic ManagementBusiness ModelLuxury GoodsBrand Management
강의 계획 - 이 강좌에서 배울 내용
주
1완료하는 데 3시간 필요
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.
10 videos (Total 55 min), 8 readings
10개의 동영상
2. New Trends6m
3. The Dream Factor and Media System4m
4. What Is Luxury?6m
5. Luxury as a Product4m
6. Luxury as a Business3m
7. Luxury as a Culture4m
8. Luxury as a Customer3m
9. What Is Luxury Not?4m
10. Fashion, Luxury, and Millennials: Interviews (Additional Material)5m
8개의 읽기 자료
Above and Beyond the Course10m
Surviving the Course10m
About Professors10m
Additional Readings & Material10m
Coffee with a Fashion Expert10m
Careers in Fashion and Luxury Companies10m
Best Practices in Fashion and Luxury Companies10m
Slides and Pinterest10m
주
2완료하는 데 2시간 필요
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 (Total 125 min), 1 reading
16개의 동영상
Fashion Market Segmentation10m
Business Models Framework5m
Business Models in the Market5m
Luxury Brands6m
Luxury Conglomerates4m
Premium Brands5m
Designer Brands6m
Vertical Retailers - Mass or Fast8m
Interview with Moncler10m
Licensing21m
Interview with Rainbow3m
Textile Industry3m
Ingredient Brands3m
Interview with Albini16m
Interview with Vitale Barberis Canonico11m
1개의 읽기 자료
Slides and Pinterest10m
주
3완료하는 데 2시간 필요
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.
8 videos (Total 50 min), 2 readings, 1 quiz
8개의 동영상
The Concept of Stylistic Identity5m
How to Develop a Collection7m
Brand Identity7m
Case Study: Woolmark2m
Interview: Landor and Associates8m
Case Study: DSQUARED27m
Case Study: BOTTEGA VENETA3m
2개의 읽기 자료
Slides and Pinterest10m
About Quizzes - Read carefully10m
1개 연습문제
Modules 1-340m
주
4완료하는 데 2시간 필요
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.
7 videos (Total 100 min), 3 readings
7개의 동영상
How to Build a Strong Communication Identity12m
Masstige19m
The Digital Challenge4m
Round Table with International Bocconi Students18m
Interview with Tomaso Galli18m
Interview with Attila & Co.14m
3개의 읽기 자료
Slides and Pinterest10m
Additional Material10m
How is 3D printing changing fashion?10m
주
5완료하는 데 2시간 필요
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.
10 videos (Total 41 min), 2 readings, 1 quiz
10개의 동영상
Defining Retail3m
Retail Trends and Formats4m
Retail Channels5m
Retail Management3m
Retail Identity3m
Customer Experience2m
E-commerce6m
Case Study: DSQUARED24m
Interview with Vente-Privee4m
2개의 읽기 자료
Slides and Pinterest10m
Join he Discussion On Showrooming / Webrooming10m
1개 연습문제
Module 4 & 530m
주
6완료하는 데 1시간 필요
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 reading, 1 quiz
1개의 읽기 자료
Annual Reports10m
1개 연습문제
Final Test20m
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최상위 리뷰
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.
very useful course, not only for Luxury industry. Many topics talked about are enlighted. After learning, I think I am more reasonable facing all fancy things and choose them more sophiscated.
강사
Erica Corbellini
DirectorMAFED - Master in Fashion, Experience and Design Management
Stefania Saviolo
DirectorLuxury & Fashion Knowledge Center - SDA Bocconi
보코니 대학 정보
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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