Info
Logo Bocconi

Course 2018-2019 a.y.

20237 - MANAGEMENT OF FASHION AND LUXURY COMPANIES

Department of Management and Technology

Course taught in English

La classe 32 e' riservata agli studenti in scambio (incoming)



Go to class group/s: 31 - 32

EMIT (6 credits - II sem. - OP  |  SECS-P/07)
Course Director:
STEFANIA SAVIOLO

Classes: 31 (II sem.)
Instructors:
Class 31: STEFANIA SAVIOLO


Prerequisites

To successfully complete the course a basic knowledge in marketing and management is strongly suggested.


Mission & Content Summary
MISSION

The course provides an overview of the global luxury and fashion business and an in-depth understanding of market drivers, business models and strategic brand management practices. We assume that the key importance of product and stylistic/aesthetic qualities, the short business cycle, the fickleness of consumers, the value chain dispersed at global level are all elements making positioning and growth strategies in these sectors different with respect to other industries in FMCG, requiring specific skills and competencies. The course allows students to understand key roles in these industries such as the merchandiser, the retail manager, the brand manager and the licensing manager.

CONTENT SUMMARY

Main topics covered in the course are:

  • Fashion and luxury business segmentation.
  • Brand identity management.
  • Key business process management (product development, merchandising and buying, channel management, communication).
  • Customer experience design.
  • Brand and line extension.
  • Licensing.
  • Turnaround and rebranding strategies.

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Identify the key positioning drivers in fashion and assimilate differences in how companies compete and make money in different segments (luxury, premium, mass).
  • Recognise key activities and roles within creativity-intensive processes (product, retail, communication) and learn the appropriate language and terminology.
  • Evaluate the brand equity content and its potential for extension into new segments and product categories (line and brand extension).
  • Develop the tools and skills necessary to understand and develop strategic branding and re-branding strategies for fashion and experience based companies.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Work in a team developing crativity-inspired projects.
  • Understand and speak the language of fashion designers.
  • Carry out a merchandising plan and a transmedia communication plan.

Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Exercises (exercises, database, software etc.)
  • Case studies /Incidents (traditional, online)
  • Group assignments
DETAILS
  • Guest speakers from leading companies support student's learning on specific and technical topics such as merchandising and buying, customer experience design or influencer marketing.
  • Exercises in class allow students to practice on tools and frameworks.
  • The course relies heavily on case materials and the analysis and discussion of the cases forms the primary class activity. Preparation of the cases and participation in the discussion are critical to the learning process and to the success of the class as a whole in effectively diagnosing problems and reaching recommendations. 
  • Attending students carry out one group assignment aimed at putting into practice methodologies of product and brand management as learned in class.

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  •     x
  • Peer evaluation
  •     x
    ATTENDING STUDENTS
    • The written individual exam tests students' knowledge and understanding of the industry key drivers, business models, key success factors and operational strategies in product, retail and communication. It accounts for 60% of the final grade.
    • The group assignment, developed in collaboration with a fashion company, tests students' capability to work as a team and carry out a creative-inspired project. It accounts for 40% of the final grade. A peer evaluation included.
    NOT ATTENDING STUDENTS

    The written individual exam tests students knknowledge and understanding of the industry key drivers, business models, key success factors and operational strategies in product, retail and communication. It accounts for 100% of the final grade.


    Teaching materials
    ATTENDING STUDENTS
    • E.CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009 (Chapters 6-7 and 9 to 14).
    • S.SAVIOLI (edited by), Signature experience in fashion and luxury, Bocconi University Press, 2018 (all chapters). 
    NOT ATTENDING STUDENTS
    • E.CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009 (all chapters).
    • A.MARAZZAM S. SAVIOLO, Lifestyle brands. A guide to aspirational marketing, Palgrave McMillan, 2012 (all chapters).
    • S.SAVIOLI (edited by), Signature experience in fashion and luxury, Bocconi University Press, 2018 (all chapters). 
    Last change 09/06/2018 17:03

    Classes: 32 (I sem.)
    Instructors:
    Class 32: STEFANIA SAVIOLO


    Prerequisites

    To successfully complete the course a basic knowledge in marketing and management is strongly suggested.


    Mission & Content Summary
    MISSION

    The course provides an overview of the global luxury and fashion business and an in-depth understanding of market drivers, business models and strategic brand management practices. We assume that the key importance of product and stylistic/aesthetic qualities, the short business cycle, the fickleness of consumers, the value chain dispersed at global level are all elements making positioning and growth strategies in these sectors different with respect to other industries in FMCG, requiring specific skills and competencies. The course allows students to understand key roles in these industries such as the merchandiser, the retail manager, the brand manager and the licensing manager.

    CONTENT SUMMARY

    Main topics covered in the course are:

    • Fashion and luxury business segmentation.
    • Brand identity management.
    • Key business process management (product development, merchandising and buying, channel management, communication).
    • Customer experience design.
    • Brand and line extension.
    • Licensing.
    • Turnaround and rebranding strategies.

    Intended Learning Outcomes (ILO)
    KNOWLEDGE AND UNDERSTANDING
    At the end of the course student will be able to...
    • Identify the key positioning drivers in fashion and assimilate differences in how companies compete and make money in different segments (luxury, premium, mass).
    • Recognise key activities and roles within creativity-intensive processes (product, retail, communication) and learn the appropriate language and terminology.
    • Evaluate the brand equity content and its potential for extension into new segments and product categories (line and brand extension).
    • Develop the tools and skills necessary to understand and develop strategic branding and re-branding strategies for fashion and experience based companies.
    APPLYING KNOWLEDGE AND UNDERSTANDING
    At the end of the course student will be able to...
    • Work in a team developing crativity-inspired projects.
    • Understand and speak the language of fashion designers.
    • Carry out a merchandising plan and a transmedia communication plan.

    Teaching methods
    DETAILS
    • Guest speakers from leading companies support student's learning on specific and technical topics such as merchandising and buying, customer experience design or influencer marketing.
    • Exercises in class allow students to practice on tools and frameworks.
    • The course relies heavily on case materials and the analysis and discussion of the cases forms the primary class activity. Preparation of the cases and participation in the discussion are critical to the learning process and to the success of the class as a whole in effectively diagnosing problems and reaching recommendations. 
    • Attending students carry out one group assignment aimed at putting into practice methodologies of product and brand management as learned in class.

    Assessment methods
    ATTENDING STUDENTS
    • The written individual exam tests students' knowledge and understanding of the industry key drivers, business models, key success factors and operational strategies in product, retail and communication. It accounts for 60% of the final grade.
    • The group assignment, developed in collaboration with a fashion company, tests students' capability to work as a team and carry out a creative-inspired project. It accounts for 40% of the final grade. A peer evaluation included.
    NOT ATTENDING STUDENTS

    The written individual exam tests students knknowledge and understanding of the industry key drivers, business models, key success factors and operational strategies in product, retail and communication. It accounts for 100% of the final grade.


    Teaching materials
    ATTENDING STUDENTS
    • E.CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009 (Chapters 6-7 and 9 to 14).
    • S.SAVIOLI (edited by), Signature experience in fashion and luxury, Bocconi University Press, 2018 (all chapters). 
    NOT ATTENDING STUDENTS
    • E.CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009 (all chapters).
    • A.MARAZZAM S. SAVIOLO, Lifestyle brands. A guide to aspirational marketing, Palgrave McMillan, 2012 (all chapters).
    • S.SAVIOLI (edited by), Signature experience in fashion and luxury, Bocconi University Press, 2018 (all chapters). 
    Last change 09/06/2018 17:03