Insegnamento a.a. 2020-2021

Main topics covered in the course are:

• Fashion and luxury business segmentation.
• Brand identity management.
• Key business process management (product development, merchandising and buying, supply chain and sustainability, channel management, communication).
• Customer experience design.
• Brand and line extension.
• Licensing.
• Turnaround and rebranding strategies.

• Identify the key positioning drivers in fashion and assimilate differences in how companies compete and make money in different segments (luxury, premium, mass).
• Recognise key activities and roles within creativity-intensive processes (product, retail, communication) and learn the appropriate language and terminology.
• Evaluate the brand equity content and its potential for extension into new segments and product categories (line and brand extension).
• Develop the tools and skills necessary to understand and develop strategic branding, understand how trends such as sustainabilty will impact the brand reputation and re-branding strategies for fashion and experience based companies.

• Work in a team developing industry-based projects.
• Understand and speak the language of fashion designers, merchandisers, brand managers
• Carry out a merchandising plan, a transmedia communication plan, a customer experience journey

• Online lectures
• Guest speaker's talks (in class or in distance)
• Exercises (exercises, database, software etc.)
• Case studies /Incidents (traditional, online)
• Group assignments
• Interactive class activities (role playing, business game, simulation, online forum, instant polls)

• Guest speakers support student's learning on specific and technical topics such as merchandising and buying, customer experience design or influencer marketing.
• Exercises in class allow students to practice on tools and frameworks.
• The course relies heavily on case materials and the analysis and discussion of the cases forms the primary class activity. Preparation of the cases and participation in the discussion are critical to the learning process and to the success of the class as a whole in effectively diagnosing problems and reaching recommendations. 
• Attending students carry out one group assignment aimed at putting into practice methodologies of product and brand management as learned in class.

• The written individual exam tests students' knowledge and understanding of the industry key drivers, business models, key success factors and operational strategies in product, retail and communication. It accounts for 60% of the final grade. Students must achieve a pass (> 18/30) in the individual written test in order to pass the final exam even if the group assignment is a pass
• The group assignment, developed in collaboration with a fashion company, tests students' capability to work as a team and carry out a creative-inspired project. It accounts for 40% of the final grade. A peer evaluation included.

The written individual exam tests students knowledge and understanding of the industry key drivers, business models, key success factors and operational strategies in product, retail and communication. It accounts for 100% of the final grade.

• E.CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009 (Chapters 1,2,3,6,7,9,10,11,12,13,14).
• S.SAVIOLO (edited by), Signature experience in fashion and luxury, Bocconi University Press, 2018 (Chapters 1,2,3,4,5,6,11). 

• E.CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009 (all chapters).
• A.MARAZZA S. SAVIOLO, Lifestyle brands. A guide to aspirational marketing, Palgrave McMillan, 2012 (all chapters).
• S.SAVIOLO (edited by), Signature experience in fashion and luxury, Bocconi University Press, 2018 (all chapters). 

Main topics covered in the course are:

• Fashion and luxury business segmentation.
• Brand identity management.
• Key business process management (product development, merchandising and buying, channel management, communication).
• Customer experience design.
• Brand and line extension.
• Licensing.
• Turnaround and rebranding strategies.

• Identify the key positioning drivers in fashion and assimilate differences in how companies compete and make money in different segments (luxury, premium, mass) and according to different symbolic content generation (icons, authorities, cults, lifestyle brands).
• Recognise key activities and roles within creativity-intensive processes (product, retail omnichannel, communication) and learn the appropriate language and terminology.
• Evaluate the brand equity content and its potential for extension into new segments and product categories (line and brand extension).
• Develop the tools and skills necessary to understand and develop strategic branding and re-branding strategies for fashion and experience based companies.

• Work in a team developing creativity-inspired projects.
• Understand the language of fashion designers and creative professionals.
• Carry out an industry analysis, evaluating the specific key success factors
• Understand the logic of a merchandising plan and a communication plan.
• Design an omnichannel customer journey across human, digital and physical touchpoints.

• Face-to-face lectures
• Online lectures
• Guest speaker's talks (in class or in distance)
• Case studies /Incidents (traditional, online)
• Group assignments

• Guest speakers from leading companies support student's learning on specific and technical topics such as merchandising and buying, customer experience design or influencer marketing.
• Exercises in class allow students to practice on tools and frameworks.
• The course relies heavily on case materials and the analysis and discussion of the cases forms the primary class activity. Preparation of the cases and participation in the discussion are critical to the learning process and to the success of the class as a whole in effectively diagnosing problems and reaching recommendations. 
• Attending students carry out one group assignment aimed at putting into practice methodologies of product and brand management as learned in class.

• The written individual exam tests students' knowledge and understanding of the industry key drivers, business models, key success factors and operational strategies in product, retail and communication. It accounts for 60% of the final individual grade. Students must achieve a pass (> 18/30) in the individual written test in order to pass the final exam even if the group assignment is a pass.
• The group assignment, developed in collaboration with an external institution, aims at testing students' capability to work as a team and carry out a creative-inspired project. It accounts for 40% of the final grade. A peer evaluation included with rules explained in class.

The written individual exam tests students knknowledge and understanding of the industry key drivers, business models, key success factors and operational strategies in product, retail and communication. It accounts for 100% of the final grade.

• E.CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009 (Chapters 1,2,3,6,7,9,10,11,12,13,14).
• S.SAVIOLO (edited by), Signature experience in fashion and luxury, Bocconi University Press, 2018 (Chapters 1,2,3,4,5,6,11). 

• E.CORBELLINI, S. SAVIOLO, Management in fashion and luxury companies, ETAS, 2009 (all chapters).
• A.MARAZZA S. SAVIOLO, Lifestyle brands. A guide to aspirational marketing, Palgrave McMillan, 2012 (all chapters).
• S.SAVIOLO (edited by), Signature experience in fashion and luxury, Bocconi University Press, 2018 (all chapters).