課程信息

204,168 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

42%

完成這些課程後已開始新的職業生涯

39%

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12 小時

英語（English）

字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 中文（簡體）, 意大利語, 越南語, 韓語, 德語（German）, 俄語（Russian）, 土耳其語（Turkish）, 英語（English）, 西班牙語（Spanish）, 波斯語

您將獲得的技能

Strategic ManagementBusiness ModelLuxury GoodsBrand Management

學生職業成果

42%

完成這些課程後已開始新的職業生涯

39%

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12 小時

英語（English）

字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 中文（簡體）, 意大利語, 越南語, 韓語, 德語（German）, 俄語（Russian）, 土耳其語（Turkish）, 英語（English）, 西班牙語（Spanish）, 波斯語

講師

授課教師評分

4.54/5 （740 個評分）

Erica Corbellini

Director

MAFED - Master in Fashion, Experience and Design Management

153,008 個學生

1 門課程

Stefania Saviolo

Director

Luxury & Fashion Knowledge Center - SDA Bocconi

153,008 個學生

1 門課程

教學大綱 - 您將從這門課程中學到什麼

內容評分98%（20,785 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 1-330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 Test30分鐘

常見問題

我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我购买证书后会得到什么？
您购买证书后，将有权访问所有课程材料，包括评分作业。完成课程后，您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
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是的，Coursera 可以向无法承担学费的学生提供助学金。点击左侧‘注册’按钮下的‘助学金’链接即可申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。了解详情。

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