Info
Logo Bocconi

Course 2017-2018 a.y.

30221 - MANAGEMENT OF FASHION COMPANIES


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

Classes: 31 (I sem.) - 32 (I sem.) - 33 (II sem.)
Instructors:
Class 31: ERICA PAOLA CORBELLINI, Class 32: ERICA PAOLA CORBELLINI, Class 33: PAOLA ANNA VARACCA CAPELLO


Course Objectives

The course is aimed at providing 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. To achieve such a goal, the course analyzes industries and companies offering symbol intensive goods by adopting the models and tools of business administration and strategy (i.e. industry analysis, business models, positioning strategies etc.).
The course is strongly recommended to students who would like to carry out a final thesis on fashion companies.
The learning process is facilitated through stimulating teaching methods such as case histories, guest speakers and field projects, taking advantage from being located in a leading fashion centre as Milan.


Course Content Summary
  • Defining fashion.
  • Industry segmentation and main business models in fashion (luxury, fashion designers, premium brands, fashion retailers).
  • Fashion pipeline, timing and management of fashion trends.
  • The competitiveness of national models: France, Italy, US.
  • Consumer segmentation in fashion.
  • Defining positioning in fashion: product, distribution and communication strategies.
  • CSR in fashion.

Detailed Description of Assessment Methods
For attending students
The final evaluation is based on a written exam (about 20 multiple-choice or short open questions related to the topics discussed in class and described in the textbook) for all the exams in the academic year (70% of the final grade).
The written test is only focused on paragraphs quoted in the program.
Attending students are requested to carry out a group field project (5/6 people) that counts for the remaining 30% of the final grade. The project grade is valid for a semester.

For non attending students
The final evaluation is based on a written exam (about 20 multiple-choice, short/long open questions related to the topics described in the 3 textbooks required for non-attending students).

Textbooks

For attending students

  • E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS 2009.

For non-attending students

  • E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS 2009.
  • N. MISANI, P. VARACCA CAPELLO, Fashion collections: product development and merchandising, Egea, 2017.
  • F.R. RINALDI, S. TESTA, The responsible fashion Company, Greenleaf Publishing, 2014.
Last change 11/05/2017 13:59