Managing Fashion and Luxury Companies

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Course Date: 03 October 2014 to 07 November 2014 (5 weeks)

Price: free

Course Summary

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.

Estimated Workload: 3-4 hours/week

Course Instructors

Erica Corbellini

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.

Her 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

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 (MAFED).

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 internationally.

Course Description

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 strategies.

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?

Yes. Students who successfully complete the class will receive a Statement of Accomplishment signed by the instructor.

Do I need special resources for the course?

No, the 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 explore.

Who should take this course?

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 seasonal collection

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.

Suggested Reading

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, 2012.

Course Workload

3-4 hours/week

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