Course 2018-2019 a.y.

30221 - MANAGEMENT OF FASHION COMPANIES

Department of Management and Technology

Course taught in English

Le classi 32 e 33 sono riservate agli studenti incoming


Go to class group/s: 31 - 32 - 33

CLEAM (6 credits - I sem. - OP  |  SECS-P/07) - CLEF (6 credits - I sem. - OP  |  SECS-P/07) - CLEACC (6 credits - I sem. - OP  |  SECS-P/07) - CLES-BESS (6 credits - I sem. - OP  |  SECS-P/07) - WBB (6 credits - I sem. - OP  |  SECS-P/07) - BIEF (6 credits - I sem. - OP  |  SECS-P/07) - BIEM (6 credits - I sem. - OP  |  SECS-P/07) - BIG (6 credits - I sem. - OP  |  SECS-P/07) - BEMACS (6 credits - I sem. - OP  |  SECS-P/07)

Classes: 31 (I sem.) - 32 (I sem.)
Instructors:
Class 31: ERICA PAOLA CORBELLINI, Class 32: ERICA PAOLA CORBELLINI


Prerequisites

To successfully attend the course some basic concepts on corporate and competitive strategy (such as industry analysis, consumer segmentation, growth strategies, SWOT analysis) are recommended.


Mission & Content Summary
MISSION

The fashion and luxury world (F&L) is becoming more and more relevant from the economic point of view. It is one of the areas of Italian excellence, but is also an important sector in many other countries. Companies are growing and new job opportunities are available for talented young people with a managerial background. The F&L world is dynamic, multifaceted and is undergoing a intense evolution, mainly driven by the digital transformation. Students learn about the main characteristics of F&L companies, get insights on the main managerial processes that are peculiar to these industries and understand the different managerial profiles in order to be able to start a career in F&L. In F&L, the ability to create an emotional value for brands is a key factor: discussing branding concepts is a take away of the course that students could successfully apply to other industries.

CONTENT SUMMARY

The course provides an overview of the fashion system and an in-depth understanding of the strategic, organizational and managerial features of fashion companies, both in the high end and in the mass market.

Main topics addressed in the course are:

  • What is Fashion? Which are the fashion related sectors? What are the differences between fashion and luxury?
  • How creativity and management do integrate in fashion and luxury companies.
  • How to carry out an industry analysis: strategic features of fashion companies and main business models in fashion and their evolution.
  • The role of the textile sector and the origin of trends: where do they come from and how do they spread?
  • Fashion history and country branding: why France, Italy and US became leaders and which are the new centers for fashion?
  • Customer segmentation: how to engage the customers from new senior to generation Z.
  • Brand positioning in fashion: how to become a lifestyle brand?
  • Key processes and main roles in fashion: product strategy and merchandising.
  • Key processes and main roles in fashion: distribution and omnichannel management.
  • Key processes and main roles in fashion: communication and PR in the digital era.

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Understand what is behind the fashion and luxury brands in terms of variety of business models and managerial processes and roles.
  • Learn how companies at the different stages of the supply chain create trends and how those trends become popular.
  • Apply key strategic concepts in the fashion and luxury world, such as: vertical integration, diversification, growth strategies, industry analysis, consumer segmentation, and brand positioning; they will understand concepts that could be also applied in other sectors.
  • Analyze successful branding strategies through the application of the brand identity model in their field projects.
  • Consider what are main challenges to launch a brand in fashion.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • To evaluate if they would like to get a job in this world and to acquire the basic competences to start as junior.
  • To recognize some of the main issues and problems that characterize fashion companies.
  • To apply strategic concepts, such as: vertical integration, diversification, growth strategies, industry analysis, consumer segmentation, and brand positioning.
  • To work on branding concepts (the fields project is built on this topic).
  • To start/develop (main steps) a fashion brand.

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

The learning process is facilitated by the variety of teaching methods listed before.

  • Some case studies are discussed during the course: one of those cases is concerning the start of a new brand in fashion.
  • The group field project, for all attending students, is presented in class and followed by a short discussion.
  • Suggestions are provided to take advantage of the location in Milan, the leading fashion center in Italy.

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  •     x
    ATTENDING STUDENTS

    For attending students the final grade is based on:

    • 70% written exam composed of multiple-choice and short open questions.
    • 30% group project (team made of 5-6 people).

     

    NOT ATTENDING STUDENTS

    For non-attending students the final grade is based on the written exam on the three books listed in teaching materials. It is composed of multiple-choice and short open questions.


    Teaching materials
    ATTENDING STUDENTS
    • E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009, (chapters and paragraphs: 1; 2; 3 (3.5 excluded); 6; 7, 8; 9; 10; 12; 13; 14 (chapters 4, 5, 11 are excluded).
    • N. MISANI, P.VARACCA, Fashion Collections: Product Development and Merchandising, EGEA, 2017 (Chapters 1, 2, 3, 4 (chapters 5, 6, 7 are excluded).
    • Slides, cases and articles posted on the course website.
    NOT ATTENDING STUDENTS
    • E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009 (Chapters and paragraphs: 1; 2; 3 (3.5 excluded); 6; 7, 8; 9; 10; 12; 13; 14 (chapters 4, 5, 11 are excluded).
    • N. MISANI, P.VARACCA, Fashion Collections: Product Development and Merchandising, EGEA, 2017.
    • F.R. RINALDI, S. TESTA, The Responsible Fashion Company, Greenleaf Publishing, 2014.
    Last change 03/06/2018 08:04

    Classes: 33 (II sem.)
    Instructors:
    Class 33: PAOLA ANNA VARACCA CAPELLO


    Prerequisites

    To successfully attend the course some basic concepts on corporate and competitive strategy (such as industry analysis, consumer segmentation, growth strategies, SWOT analysis) are recommended.


    Mission & Content Summary
    MISSION

    The fashion and luxury world (F&L) is becoming more and more relevant from the economic point of view. It is one of the areas of Italian excellence, but is also an important sector in many other countries. Companies are growing and new job opportunities are available for talented young people with a managerial background. The F&L world is dynamic, multifaceted and is undergoing a intense evolution, mainly driven by the digital transformation. Students learn about the main characteristics of F&L companies, get insights on the main managerial processes that are peculiar to these industries and understand the different managerial profiles in order to be able to start a career in F&L. In F&L, the ability to create an emotional value for brands is a key factor: discussing branding concepts is a take away of the course that students could successfully apply to other industries.

    CONTENT SUMMARY

    The course provides an overview of the fashion system and an in-depth understanding of the strategic, organizational and managerial features of fashion companies, both in the high end and in the mass market.

    Main topics addressed in the course are:

    • What is Fashion? Which are the fashion related sectors? What are the differences between fashion and luxury?
    • How creativity and management do integrate in fashion and luxury companies.
    • How to carry out an industry analysis: strategic features of fashion companies and main business models in fashion and their evolution.
    • The role of the textile sector and the origin of trends: where do they come from and how do they spread?
    • Fashion history and country branding: why France, Italy and US became leaders and which are the new centers for fashion?
    • Customer segmentation: how to engage the customers from new senior to generation Z.
    • Brand positioning in fashion: how to become a lifestyle brand?
    • Key processes and main roles in fashion: product strategy and merchandising.
    • Key processes and main roles in fashion: distribution and omnichannel management.
    • Key processes and main roles in fashion: communication and PR in the digital era.

    Intended Learning Outcomes (ILO)
    KNOWLEDGE AND UNDERSTANDING
    At the end of the course student will be able to...
    • Understand what is behind the fashion and luxury brands in terms of variety of business models and managerial processes and roles.
    • Learn how companies at the different stages of the supply chain create trends and how those trends become popular.
    • Apply key strategic concepts in the fashion and luxury world, such as: vertical integration, diversification, growth strategies, industry analysis, consumer segmentation, and brand positioning; they will understand concepts that could be also applied in other sectors.
    • Analyze successful branding strategies through the application of the brand identity model in their field projects.
    • Consider what are main challenges to launch a brand in fashion.
    APPLYING KNOWLEDGE AND UNDERSTANDING
    At the end of the course student will be able to...
    • To evaluate if they would like to get a job in this world and to acquire the basic competences to start as junior.
    • To recognize some of the main issues and problems that characterize fashion companies.
    • To apply strategic concepts, such as: vertical integration, diversification, growth strategies, industry analysis, consumer segmentation, and brand positioning.
    • To work on branding concepts (the fields project is built on this topic).
    • To start/develop (main steps) a fashion brand.

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

    The learning process is facilitated by the variety of teaching methods listed before.

    • Some case studies are discussed during the course: one of those cases is concerning the start of a new brand in fashion.
    • The group field project, for all attending students, is presented in class and followed by a short discussion.
    • Suggestions are provided to take advantage of the location in Milan, the leading fashion center in Italy.

    Assessment methods
      Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  •     x
    ATTENDING STUDENTS

    For attending students the final grade is based on:

    • 70% written exam composed of multiple-choice and short open questions.
    • 30% group project (team made of 5-6 people).

     

    NOT ATTENDING STUDENTS

    For non-attending students the final grade is based on the written exam on the three books listed in teaching materials. It is composed of multiple-choice and short open questions.


    Teaching materials
    ATTENDING STUDENTS
    • E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009, (chapters and paragraphs: 1; 2; 3 (3.5 excluded); 6; 7, 8; 9; 10; 12; 13; 14 (chapters 4, 5, 11 are excluded).
    • N. MISANI, P.VARACCA, Fashion Collections: Product Development and Merchandising, EGEA, 2017 (Chapters 1, 2, 3, 4 (chapters 5, 6, 7 are excluded).
    • Slides, cases and articles posted on the course website.
    NOT ATTENDING STUDENTS
    • E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009 (Chapters and paragraphs: 1; 2; 3 (3.5 excluded); 6; 7, 8; 9; 10; 12; 13; 14 (chapters 4, 5, 11 are excluded).
    • N. MISANI, P.VARACCA, Fashion Collections: Product Development and Merchandising, EGEA, 2017.
    • F.R. RINALDI, S. TESTA, The Responsible Fashion Company, Greenleaf Publishing, 2014.
    Last change 05/02/2019 15:35