30436 - FASHION AND DESIGN MANAGEMENT
Course taught in English
Go to class group/s: 95
Basics of Business Strategy and Key Financial Ratios.
Milan is recognized as a fashion and design capital, with first-rate shopping and design districts where prestigious brands have their Headquarters. Taking advantage of a cross-industry approach, this course provides an in-depth understanding of business models and growth strategies of the global fashion and design industries.
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.
|Continuous assessment||Partial exams||General exam|
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)