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Course 2019-2020 a.y.

30436 - FASHION AND DESIGN MANAGEMENT

BSS
Department of Management and Technology

Course taught in English

Go to class group/s: 95

BSS (6 credits - I sem. - OP  |  SECS-P/07)

Classes: 95 (I sem.)
Instructors:
Class 95: PAOLA ANNA VARACCA CAPELLO


Suggested background knowledge

Basics of Business Strategy and Key Financial Ratios.


Mission & Content Summary
MISSION

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.

CONTENT SUMMARY

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

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...

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.


Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Company visits
DETAILS
  • 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.

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
    ATTENDING AND NOT ATTENDING STUDENTS

    100% Individual Written Exam (multiple choice and short open questions)


    Teaching materials
    ATTENDING AND NOT ATTENDING STUDENTS
    • 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)
    Last change 31/05/2019 17:34