0909 - STRATEGIA E POLITICA AZIENDALE (STRATEGIC MANAGEMENT IN FASHION COMPANIES) (INSEGNAMENTO IN LINGUA INGLESE)

The course provides an overview of the Italian fashion system and an in-depth understanding of the strategic, organizational and managerial capabilities of Italian fashion companies against international competitors. The first part of the course emphasizes the existing relations between the Italian cultural environment and firm's international leadership within fashion based industries. The central part of the course analyses the strategy formulation process within fashion companies, identifying the key issues that make this industry unique. Finally, some innovative managerial models and tools which are specific to the industry will be presented and discussed also in terms of their adaptability to other industries. The learning process will be developed through a variety of teaching methods: industry guest speakers, case histories, field projects.

1. Introduction. Phenomenology of fashion: fashion and custom, sociology of fashion, the fashion cycle. Management and creativity.
2. Segmenting and defining the fashion businesses. Competitive analysis of industry segments (textile, apparel, menwear, womenwear, sportswear, footwear accessories, luxury goods).
3. The Italian Fashion System: demand conditions, key actors within the pipeline, related and supporting industries, role of local economies.
4. Field projects.
5. Corporate governance and organizational patterns. Network systems and role of each node: brand owner, license, production partner, subcontractor. Some cases.
6. Corporate strategies: mission, stylistic and image identity horizontal strategies and the search for synergy. Some cases.
7. Product strategies critical issues in the product development process.
8. Brand strategies and brand management. The role of reputation management.
9. Retail management. Vertically integrated chains.
10. Communication management: corporate, brand, product communication.
11. Growth strategies (internationalisation, diversification) and licensing.
12. Field projects.

• Strategic Management in Fashion Companies, EGEA, 2001.
• Other readings on specific topics will be suggested in class.

Students are strongly recommended to take active part to class discussion and develop a group field project. The final grade will be assigned on the basis of the final written exam (50%) and the evaluation of field projects (50%).