Course 2019-2020 a.y.

The course includes six modules:

• The Backdrop of Business Strategy: introducing the industries related to fashion and design and the relevance of Made in Italy
• The Fashion Industry
• The Beauty Industry
• The Eyerwear Industry
• The Interior Design Industry
• The Jewellery Industry

The course provides an overview of the global fashion, design and other Made in Italy industries (also related to fashion) and an in-depth understanding of business models and growth strategies.

The course adopts a cross-industry approach, analyzing business strategies pursued by companies in different contexts: apparel and accessories, interior design, beauty, eyewear, jewellery, both in the high end and mass market segments. All these industries show a high rhythm of innovation and are based on creativity. A specific focus will be dedicated to the “Italian Model”.

Course objectives, attuned to the industries mentioned above, can be synthesized as follows:

• Understand the dynamics of the global landscape;
• Analyze innovation strategy and how companies manage the product portfolio;
• Highlight the relationships along the value system and the importance of suppliers;
• Depict the main retail business logics;
• Learn how digital strategies could enhance customer loyalty.

Traditional lectures will alternate with case discussions, interaction with outstanding guest speakers and group work sessions.

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Company visits

• Lectures: 36 hours
• Company visits and onsite seminars: 12 hours
• Company visits: Bric’s (Como), Cotonificio Albini (Brescia),  Ermenegildo Zegna (Novara).
• Guest Speakers: (to be confirmed): G. Saracino (licensing consultant); IKEA; Lil Milan; Luxottica.

100% Individual Written Exam (multiple choice and short open questions)

• Handouts available on the BB.
• Selected readings available on BB: L.Carcano & G.Lojacono (2018), Made in Italy Industries, EGEA: chapters 2, 8.
• Books available at the Bocconi Library (suggested):
  • L.Carcano & G.Lojacono (2018), Made in Italy Industries, EGEA (not compulsory)
  • Erica Corbellini, Stefania Saviolo (2009), “Managing Fashion and Luxury Companies”, ETAS  (not compulsory)
  • N. Misani, P. Varacca Capello, (2017), “Fashion Collections”, EGEA (not compulsory)