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Course 2017-2018 a.y.

20237 - MANAGEMENT OF FASHION AND LUXURY COMPANIES


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

Course taught in English

La classe 32 e' 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) - 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. - OP  |  SECS-P/07) - DES-ESS (6 credits - I/II sem. - OP  |  SECS-P/07) - EMIT (6 credits - I/II sem. - OP  |  SECS-P/07) - GIO (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 and omnichannel marketplace.

Students learn how to carry out a merchandising and buying plan and a communication plan according to the industry best practices.

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.


Course Content Summary
  • The global luxury and fashion business: industry definition, emerging business models, value drivers.
  • New market and consumer segmentations.
  • Authority, icon, lifestyle brands.
  • Heritage and storytelling in brand building.
  • Product management: shorter product life-cycles and wider product portfolios.
  • The upcoming consumer value paradigm: the role of retail and the omni-channel customer journey.
  • Managing growth: line and brand extension, licensing versus vertical integration.
  • Turnaround strategies.

Detailed Description of Assessment Methods
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%).

For non attending students
Individual written exam based on the two books and additional materials (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 and additional materials 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.

Textbooks
For attending students
  • 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, chapters 1-2-3.
For non attendin students
  • 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.
  • Additional materials as indicated in the syllabus available on the weblearning platform.
Last change 18/05/2017 11:12