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Course 2011-2012 a.y.

20237 - MANAGEMENT OF FASHION AND LUXURY COMPANIES


CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT
Department of Management and Technology

Course taught in English

La classe 32 riservata agli studenti in scambio (incoming)



Go to class group/s: 31 - 32

CLMG (6 credits - I/II sem. - OP  |  SECS-P/07) - M (6 credits - I/II sem. - OP  |  SECS-P/07) - IM (6 credits - I/II sem. - OP  |  SECS-P/07) - MM (6 credits - I/II sem. - OP  |  SECS-P/07) - AFC (6 credits - I/II sem. - OP  |  SECS-P/07) - CLAPI (6 credits - I/II sem. - OP  |  SECS-P/07) - CLEFIN-FINANCE (6 credits - I/II sem. - OP  |  SECS-P/07) - CLELI (6 credits - I/II sem. - OP  |  SECS-P/07) - ACME (6 credits - I/II sem. - OBS  |  SECS-P/07) - DES-ESS (6 credits - I/II sem. - OP  |  SECS-P/07) - EMIT (6 credits - I/II sem. - OP  |  SECS-P/07)
Course Director:
STEFANIA SAVIOLO

Classes: 31 (II sem.) - 32 (I sem.)
Instructors:
Class 31: STEFANIA SAVIOLO, Class 32: STEFANIA SAVIOLO


Course Objectives

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 a business game aimed at putting into practice methodologies of product and brand management learned in class.


Course Content Summary
  • The global luxury and fashion business: industry definition, emerging business models, value drivers
  • New market segmentations: luxury, extra-luxury and masstige
  • Luxury and emerging markets (China and India)
  • Business insights (apparel, leather goods, beauty and new luxury categories)
  • Product management: shorter product life-cycles and wider product portfolios
  •  The coming consumer value paradigm:the role of retail and store design
  • Managing growth: line and brand extension, licensing versus vertical integration
  • Brand management strategy and luxury: new perspectives

Detailed Description of Assessment Methods

Attending students

  • Individual written exam based on the course materials (60%)
  • Group business game (40%).

Non attending students
Individual written exam based on the course materials (100%)


Textbooks
  • E. CORBELLINI, S. SAVIOLO, Managing fashion and luxury companies, Etas, 2009
  • Recommended texts and materials posted on the course web site
Last change 30/03/2011 12:00