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Course 2016-2017 a.y.


Department of Management and Technology

Course taught in English

Go to class group/s: 95

BSS (6 credits - I sem. - OP  |  SECS-P/07)
Course Director:

Classes: 95 (I sem.)

Course Objectives
The course provides an overview of the global fashion and design industries and an in-depth understanding of business models and growth strategies.
The course aims at exploring the fundamental business models of different companies operating in the fashion industry, also by taking also into account new key actors (mass retailers, e-commerce, co-branding Designer/Brand/Retailers).
The course adopts a cross-industry approach, analyzing business strategies pursued by companies in different contexts: apparel and accessories, interior design, beauty, jewellery and eyewear, 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”.
The core topic in all these industry scenarios is the connection between pure creativity and managerial activities. This is why a focus in the course is deserved to management of creativity through a project work run with an international design studio. Students will participate to an evaluated assignment aimed at putting into practice research methodologies learned in class. This group field project will contribute to the global evaluation, together with a written individual exam.
Course objectives, attuned to the industries mentioned above, can be synthesized as follows:
  • Understand the dynamics of the global landscape;
  • Analyse 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 alternate with case discussions, interaction with outstanding guest speakers and group work sessions.

Course Content Summary
  • The fashion business: industry definition, emerging business models, value drivers, strategic business models;
  • Market segmentations: luxury, extra-luxury and masstige;
  • The creative process; Product management: shorter product life-cycles and wider product portfolios;
  • The seasonal nature of the fashion business and its implications on operational processes; make to order, fast fashion, replenishment;
  • Merchandising plan;
  • Distribution strategies (Wholesale and Retail Channels);
  • Marketing & Communication strategies on off line and on line channels;
  • Managing growth: line and brand extension, licensing versus vertical integration;
  • The role of Made in Italy.
Course Structure
The course includes six core modules:
  • The Backdrop of Business Strategy: introducing the industries related to fashion and design and the relevance of Made in Italy
  • Creativity and Management: Methodologies and Tools
  • The Fashion Industry
  • The Beauty Industry
  • The Interior Design Industry
  • The Jewellery Industry

Detailed Description of Assessment Methods
  • 50% Project work on “Creativity and Management”
  • 50% Individual Written Exam

Handsout and selected readings available at the Bocconi Library

The basics of Business Strategy and Key Financial Ratios
Last change 05/05/2016 15:22