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Course 2018-2019 a.y.

30379 - COUNTRY SPECIFIC BUSINESS MODELS IN FASHION AND LUXURY

CLEACC
Department of Management and Technology

Course taught in English


Go to class group/s: 31

CLEACC (6 credits - II sem. - OBS  |  SECS-P/07)
Course Director:
SALVATORE TESTA

Classes: 31 (II sem.)
Instructors:
Class 31: SALVATORE TESTA


Mission & Content Summary
MISSION

The course “Country Specific Business Models in Fashion & Luxury” has the aim to offer the CLEACC students the opportunity to understand the fashion & luxury companies through deepening the phenomenological, economic and managerial topics related to the entire fashion pipeline with a specific focus on the “Italian model”.

CONTENT SUMMARY
  • Fashion & Luxury Phenomenology.
  • Demand and Offer Dynamics in Luxury and Fashion.
  • Structure and Strategic Logics of the Fashion System.
  • Traditional model: make to order, make to stock, fast fashion.
  • Brand identities and Country identities.
  • Brand Strategy and Stylistic Strategies.
  • New Emerging models: E-tailers and on line retailers.
  • Traditional model: off-line mass retailers.
  • Product Strategies and Merchandising Plan.
  • Multi-channel Commercial Strategies.
  • The Responsible Fashion Company.
  • A new emerging model: the Circular Economy.

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Knowledge of vertical structure of fashion system.
  • Understanding of seasonal nature of the business and interdipendence of seasonal operational processes.
  • Managing the brand mix in order to analyse/define a competitive strategy.
  • Vision of the future evolution of industry and business models.
  • Appreciating the Corporate Social Responsibility applied to fashion/luxury companies.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Make an industry and competitivre analysis.
  • Analyze/Define a competitive strategy at corporate and brand level.
  • Analyze/Define a process strategy (brand, product, distribution, marketing, supply chain).
  • Analyze/Define a corporate social responsability strategy for a fashion/luxury company/brand.

Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Case studies /Incidents (traditional, online)
  • Group assignments
DETAILS
  • Lectures: theoretical concept and managerial models.
  • Case discussions: application of theories and managerial models to real cases.
  • Guest speakers: sharing experience with managers/entrepreneurs/professionals.

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  •     x
  • Active class participation (virtual, attendance)
  •     x
    ATTENDING STUDENTS
    • Final written exam, based on the teaching materials, text books, case discussions and guest speakers (75% of final grade).
    • Group field project, based on a theoretical topic applied to a concrete business case (25% of final grade).
    NOT ATTENDING STUDENTS

    Final written exam, based on the text books (100% of final grade).


    Teaching materials
    ATTENDING STUDENTS
    • E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009.
    • F.R. RINALDI, S. TESTA, The Responsible Fashion Company. Integrating Ethics and Aesthetics in the Value Chain, Greenleaf Publishing, 2014.
    NOT ATTENDING STUDENTS
    • E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009.
    • F.R. RINALDI, S. TESTA, The Responsible Fashion Company. Integrating Ethics and Aesthetics in the Value Chain, Greenleaf Publishing, 2014.
    • J.N. KAPFERER, Kapferer on Luxury, Kogan Page Limited, 2015.
    Last change 03/06/2018 15:53