Course 2018-2019 a.y.

• 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.

• 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.

• 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.

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Case studies /Incidents (traditional, online)
• Group assignments

• 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.

• 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).

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

• 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.

• 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.