20524 - VALUE CHAINS AND BUSINESS MODELS IN FASHION & LUXURY

This is an introductory course about industry and business models analysis. The course aims at understanding the competitive systems, the value chains and the key business models in the fashion and luxury sectors. The course also provides the analytical tools to evaluate key success factors and competitive advantage of firms competing within different fashion sectors from textile to apparel and accessories. A special focus on the Italian fashion industry and Italian business cases is offered.

The course main topics are:

• Definition of fashion and luxury, country models in fashion (France, UK, Italy, US, China), country of origin effect.
• The fashion process and timeline.
• Business models in fashion and luxury (luxury brands, designer brands, premium brands, fast fashion brands, fashion e-tailers).
• Competition within fashion segments (textile, menswear, womenswear, sportswear, knitwear, leather goods, footwear and eyewear).
• Sustainability and digitalisation of the fashion value chain.   

• Learn different country models in the  fashion industry.
• Recognise key success factors to compete, strategic groups and basis for differentiation in fashion and luxury industries.
• Distinguish different business models in fashion and luxury according to the different business models pillars (value proposition, value chain design, revenue model).
• Identify value creation strategies within a specific fashion business (knitwear).

• Carry out an industry analysis in fashion and luxury.
• Decode the business model of a specific company within different fashion segments.
• Develop teamwork skills.

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

• Guest speaker's talks in class contributes to students learning with best practices and best cases.
• Multiple case studies make learning more practical and industry specific.
• 2 group assignments offer students an effective "action learning".

• Knowledge and understanding of the country models, business models and management strategies within the fashion and luxury sector are assessed through the written exam. This written individual assessment counts for 70% of the final grade.
• Capabilities to apply what learned in class are assessed through two group field assignment where students are asked to work on a simulation and a company project applying all methods and tools presented in class. The group grade accounts for 30% of the final grade.

• Knowledge and understanding of the country models, business models and management strategies within the fashion and luxury sector are assessed through the written exam.  This written individual assessment counts for 100% of the final grade.

• E.CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009 (chapters 1-8).
• Selected business cases available on the course platform.

• E.CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009 (chapters 1-8).
• Additional readings and materials  (course pack) to be communicated at  the course start on the course platform.