What you'll learn
What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics
The Evolution of Business Models: From Designers to Fast Fashion Retailers
Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection
Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands
Retail Identity and Retail Management: the Customer’s Experience Within a Mix of Channels. The Future of Fashion E-tailing.
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.
Access to a computer or mobile device with an internet connection.
Motivation to learn!
There are no special materials or prerequisite knowledge required for this course.
Who this course is for
Students who are new to this field
Students willing to put in a couple hours to learn about Management of Fashion and Luxury Companies
Advanced students wanting to add another skill to their portfolio
Erica Corbellini – Director – MAFED – Master in Fashion, Experience and Design Management
Stefania Saviolo – Director – Luxury & Fashion Knowledge Center – SDA Bocconi
This course includes
Option for learning at your own pace
Videos and reading material about the course
Assessed tasks with feedback from other course participants
Evaluated tests with feedback
Evaluated programming tasks