課程信息

371,956 次近期查看

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.

學生職業成果

50%

完成這些課程後已開始新的職業生涯

45%

通過此課程獲得實實在在的工作福利

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為11 小時

英語（English）

字幕：英語（English）, 波斯語

您將獲得的技能

Strategic ManagementBusiness ModelLuxury GoodsBrand Management

學生職業成果

50%

完成這些課程後已開始新的職業生涯

45%

通過此課程獲得實實在在的工作福利

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為11 小時

英語（English）

字幕：英語（English）, 波斯語

教學大綱 - 您將從這門課程中學到什麼

內容評分98%（18,106 個評分）

週

1

週 1

完成時間為 3 小時

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.

完成時間為 3 小時

10 個視頻（總計 55 分鐘）, 8 個閱讀材料

10 個視頻

1. What Is Fashion?10分鐘

2. New Trends6分鐘

3. The Dream Factor and Media System4分鐘

4. What Is Luxury?6分鐘

5. Luxury as a Product4分鐘

6. Luxury as a Business3分鐘

7. Luxury as a Culture4分鐘

8. Luxury as a Customer3分鐘

9. What Is Luxury Not?4分鐘

10. Fashion, Luxury, and Millennials: Interviews (Additional Material)5分鐘

8 個閱讀材料

Above and Beyond the Course10分鐘

Surviving the Course10分鐘

About Professors10分鐘

Additional Readings & Material10分鐘

Coffee with a Fashion Expert10分鐘

Careers in Fashion and Luxury Companies10分鐘

Best Practices in Fashion and Luxury Companies10分鐘

Slides and Pinterest10分鐘

週

2

週 2

完成時間為 2 小時

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

完成時間為 2 小時

16 個視頻（總計 125 分鐘）, 1 個閱讀材料

16 個視頻

Introduction1分鐘

Fashion Market Segmentation10分鐘

Business Models Framework5分鐘

Business Models in the Market5分鐘

Luxury Brands6分鐘

Luxury Conglomerates4分鐘

Premium Brands5分鐘

Designer Brands6分鐘

Vertical Retailers - Mass or Fast8分鐘

Interview with Moncler10分鐘

Licensing21分鐘

Interview with Rainbow3分鐘

Textile Industry3分鐘

Ingredient Brands3分鐘

Interview with Albini16分鐘

Interview with Vitale Barberis Canonico11分鐘

1 個閱讀材料

Slides and Pinterest10分鐘

週

3

週 3

完成時間為 2 小時

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.

完成時間為 2 小時

8 個視頻（總計 50 分鐘）, 2 個閱讀材料, 1 個測驗

8 個視頻

Complexity in Fashion Products Development6分鐘

The Concept of Stylistic Identity5分鐘

How to Develop a Collection7分鐘

Brand Identity7分鐘

Case Study: Woolmark2分鐘

Interview: Landor and Associates8分鐘

Case Study: DSQUARED27分鐘

Case Study: BOTTEGA VENETA3分鐘

2 個閱讀材料

Slides and Pinterest10分鐘

About Quizzes - Read carefully10分鐘

1 個練習

Modules 1-340分鐘

週

4

週 4

完成時間為 2 小時

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

完成時間為 2 小時

7 個視頻（總計 100 分鐘）, 3 個閱讀材料

7 個視頻

Key Characteristics of Fashion Communication12分鐘

How to Build a Strong Communication Identity12分鐘

Masstige19分鐘

The Digital Challenge4分鐘

Round Table with International Bocconi Students18分鐘

Interview with Tomaso Galli18分鐘

Interview with Attila & Co.14分鐘

3 個閱讀材料

Slides and Pinterest10分鐘

Additional Material10分鐘

How is 3D printing changing fashion?10分鐘

週

5

週 5

完成時間為 2 小時

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.

完成時間為 2 小時

10 個視頻（總計 41 分鐘）, 2 個閱讀材料, 1 個測驗

10 個視頻

Introduction1分鐘

Defining Retail3分鐘

Retail Trends and Formats4分鐘

Retail Channels5分鐘

Retail Management3分鐘

Retail Identity3分鐘

Customer Experience2分鐘

E-commerce6分鐘

Case Study: DSQUARED24分鐘

Interview with Vente-Privee4分鐘

2 個閱讀材料

Slides and Pinterest10分鐘

Join he Discussion On Showrooming / Webrooming10分鐘

1 個練習

Module 4 & 530分鐘

週

6

週 6

完成時間為 1 小時

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.

完成時間為 1 小時

1 個閱讀材料

1 個閱讀材料

Annual Reports10分鐘

1 個練習

Final Test20分鐘

常見問題

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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