20237 - MANAGEMENT OF FASHION AND LUXURY COMPANIES
CLMG - M - IM - MM - AFC - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT - GIO
Course taught in English
La classe 32 e' riservata agli studenti in scambio (incoming)
The course provides an overview of the global luxury and fashion business and an in-depth understanding of market drivers, business models and brand management strategies. Adopting a case-study approach, the course presents brand management in luxury and fashion companies as a balancing act: keeping the traditions, breaking them up, balancing old and new, staid and stylish, nurturing the brand heritage and at the same time staying fresh, relevant and contemporary for the new generations in the global marketplace. Traditional lectures alternate with group work sessions: students participate to an evaluated assignment aimed at putting into practice methodologies of product and brand management learned in class.
- The global luxury and fashion business: industry definition, emerging business models, value drivers.
- New market segmentations: luxury, extra-luxury and masstige.
- Luxury and BRICS.
- Brand heritage and storytelling. The role of CSR and ethical fashion.
- Product management: shorter product life-cycles and wider product portfolios.
- The upcoming consumer value paradigm: the role of retail and the store experience.
- Managing growth: line and brand extension, licensing versus vertical integration.
Individual written exam based on the course materials and two books (100%).
The final written exam (a text based on both multiple choice and short questions, same as attending in terms of format) is more focused on the two books rather than on handouts and business cases.
The exam lasts 45 minutes and there is a number of short answer questions, where your response would be about a line or multiple choice.
For attending students:
The written exam is closed book, closed computer and covers material from lectures, cases, and in-class discussions, including material from guest speakers (if applicable). The book chapters, cases and handouts indicated in the syllabus (posted on the web learning under each session) are compulsory.
All business cases should be prepared in advance following the questions proposed by the case. The exam lasts 45 minutes and there is a number of short answer questions, where your response would be about a line or multiple choice.
Other materials (papers, articles) not indicated in the syllabus and posted on the web learning are supporting materials.
- Individual written exam based on the course materials (60%).
- Group business game (40%).
The course books are:
- E. CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009; it is available at EGEA bookshop, (all chapters).
- A. MARAZZA, S. SAVIOLO, Lifestyle brands. A guide to aspirational marketing, Palgrave McMillan, 2012, (chapters 1-2-3).
- The book chapters, cases and handouts indicated in the syllabus (posted on the web learning under each session) are compulsory.
All chapters of the two course books:
- E. CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009;
- A. MARAZZA, S. SAVIOLO, Lifestyle brands. A guide to aspirational marketing, Palgrave McMillan, 2012.