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Course Date: 03 October 2014 to 07 November 2014 (5 weeks)
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.
Erica Corbellini is a Professor of Management in Fashion and Luxury
Companies at Università Bocconi and since 2014 Director of the Master in
Fashion, Experience & Design Management (MAFED). She was visiting professor at a number of International Business Schools.
areas of expertise include industry analysis and business models
evolution, communications and digital strategy.
She has successfully
published several books on the fashion and luxury industries, the last
one in English (Corbellini, Saviolo, Managing Fashion and Luxury
Companies, Etas 2009).
Stefania Saviolo is
a Professor of Management in Fashion, Luxury and Creative Companies at Università Bocconi and SDA Bocconi School of Management.
She is Director
of the Luxury and Fashion Knowledge Center at SDA Bocconi. She founded and she is now a faculty member of the International Master in Fashion, Experience & Design Management
She has been visiting professor
at a number of International Business Schools. Her areas of
expertise include branding and retailing. She has
published many books and articles on these topics both in Italy and
The course provides an overview of the global fashion and luxury business and an in-depth
understanding of market drivers, business models and brand management
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
sperimentation; casual vs stylish; increase the brand value by nurturing
the brand heritage and at the same time staying fresh, relevant and
contemporary in the global marketplace.
Discussing topics such as the impact of new
retail channels, new media channels, new business declinations for the brand
and emerging markets can help everyone to partecipate at the actual debate
about fashion and luxury strategies.
Will I get a Statement of Accomplishment after
completing this class?
Students who successfully complete the class will receive a Statement of
Accomplishment signed by the instructor.
Do I need special resources for the course?
course is designed to be self-contained. You simply need an Internet
connection, copies of the teaching materials at hand (you can get them for
free), and the time to read, write, discuss, and above all enjoy what we will
Who should take this
Anyone who has
curiosity about fashion and luxury companies, products and strategies is the
proper audience of this class. It might include students of any background,
employees, managers and entrepreneurs of fashion and luxury companies. This
course could be useful also for managers of other industries who want to
increase the value for their brands.
What is the most important reason for me to
attend this course?
Bocconi University has since
1993 an international expertise in applied research and management education at
the graduate and executive levels of fashion and luxury management. We are
located in Milan in Italy, the epicenter of creative industries and from here
we will drive you through a unique blend of academic frameworks and practices
from leading companies in the field.
Week 1: What is fashion? What is Luxury? Defining
complex concepts and business logics
Week 2: Business models evolution: from designers to
fast fashion retailers
Week 3: Product: form the stylistic identity to the real
Week 4: Communication identity and digital challenge.
New media and social networks in fashion and luxury
Week 5: Retail identity and retail strategy. Customer
experience and customer journey within an omni-channel world
Week 6: An overview of some key aspects: CSR,
technology, new markets
The class will consist of lecture videos, which are about 10 minutes in length, plus reading and assignments.
The course is designed to be self-contained but if you want some additional materials you can refer to these books:
E. Corbellini, S. Saviolo “Management in fashion and
luxury companies”, ETAS, 2009.
A. Marazza, S.Saviolo
“Lifestyle brands. A guide to aspirational marketing” Palgrave McMillan,