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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博科尼大学
教學大綱 - 您將從這門課程中學到什麼
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.
10 個視頻 （總計 55 分鐘）, 8 個閱讀材料
10 個視頻
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完成時間為 2 小時
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 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.
8 個視頻 （總計 50 分鐘）, 2 個閱讀材料, 1 個測驗
8 個視頻
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
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 個視頻 （總計 100 分鐘）, 3 個閱讀材料
7 個視頻
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.
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.
1 個閱讀材料, 1 個測驗
1 個閱讀材料
Annual Reports10分鐘
1 個練習
Final Test20分鐘
4.7
474 個審閱51%
完成這些課程後已開始新的職業生涯
49%
通過此課程獲得實實在在的工作福利
熱門審閱
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.
講師
Erica Corbellini
DirectorMAFED - Master in Fashion, Experience and Design Management
Stefania Saviolo
DirectorLuxury & Fashion Knowledge Center - SDA Bocconi
關於 博科尼大学
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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