30221 - MANAGEMENT OF FASHION COMPANIES
Department of Management and Technology
Course taught in English
Classes 32 and 33 are reserved to exchange students
CLEAM (6 credits - I sem. - OP | SECS-P/07) - CLEF (6 credits - I sem. - OP | SECS-P/07) - CLEACC (6 credits - I sem. - OP | SECS-P/07) - BESS-CLES (6 credits - I sem. - OP | SECS-P/07) - WBB (6 credits - I sem. - OP | SECS-P/07) - BIEF (6 credits - I sem. - OP | SECS-P/07) - BIEM (6 credits - I sem. - OP | SECS-P/07) - BIG (6 credits - I sem. - OP | SECS-P/07) - BEMACS (6 credits - I sem. - OP | SECS-P/07)
Course Director:
PAOLA ANNA VARACCA CAPELLO
PAOLA ANNA VARACCA CAPELLO
Suggested background knowledge
To successfully attend the course some basic concepts on corporate and competitive strategy (such as industry analysis, consumer segmentation, growth strategies, SWOT analysis) are recommended.
Mission & Content Summary
MISSION
The fashion and luxury world (F&L) is becoming more and more relevant from the economic point of view. It is one of the areas of Italian excellence, but is also an important sector in many other countries. Companies are growing and new job opportunities are available for talented young people with a managerial background.
The F&L world is dynamic, multifaceted and is undergoing a intense evolution, mainly driven by the digital transformation. Students learn about the main characteristics of F&L companies, get insights on the main managerial processes that are peculiar to these industries and understand the different managerial profiles in order to be able to start a career in F&L.
In F&L, the ability to create an emotional value for brands is a key factor: discussing branding concepts is a take away of the course that students could successfully apply to other industries.
CONTENT SUMMARY
The course provides 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. Main topics addressed in the course are:
- What is Fashion? Which are the fashion related sectors? What are the differences between fashion and luxury?
- How creativity and management do integrate in fashion and luxury companies.
- How to carry out an industry analysis: strategic features of fashion companies and main business models in fashion and their evolution.
- The role of the textile sector and the origin of trends: where do they come from and how do they spread?
- Fashion history and country branding: why France, Italy and US became leaders and which are the new centers for fashion?
- Customer segmentation: how to engage the customers from new senior to generation Z.
- Brand positioning in fashion: how to become a lifestyle brand?
- Key processes and main roles in fashion: product strategy and merchandising.
- Key processes and main roles in fashion: distribution and omnichannel management.
- Key processes and main roles in fashion: communication and PR in the digital era.
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Understand what is behind the fashion and luxury brands in terms of variety of business models and managerial processes and roles.
- Learn how companies at the different stages of the supply chain create trends and how those trends become popular.
- Apply key strategic concepts in the fashion and luxury world, such as: vertical integration, diversification, growth strategies, industry analysis, consumer segmentation, and brand positioning.
- Understand concepts that could be also applied in other sectors.
- Analyze successful branding strategies through the application of the brand identity model in their field projects.
- Consider what are main challenges to launch a brand in fashion.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Evaluate if they would like to get a job in this world and to acquire the basic competences to start as junior.
- Recognize some of the main issues and problems that characterize fashion companies.
- Apply strategic concepts, such as: vertical integration, diversification, growth strategies, industry analysis, consumer segmentation, and brand positioning.
- Work on branding concepts (the field project is built on this topic).
- Start/develop (main steps) a fashion brand.
Teaching methods
- Face-to-face lectures
- Online lectures
- Guest speaker's talks (in class or in distance)
- Case studies /Incidents (traditional, online)
- Group assignments
DETAILS
The learning process is facilitated by the variety of teaching methods listed before.
- Some case studies are discussed during the course: one of those cases is concerning the start of a new brand in fashion.
- The group field project, for all attending students, is presented in class and followed by a short discussion.
- Suggestions are provided to take advantage of the location in Milan, the leading fashion center in Italy.
Assessment methods
| Continuous assessment | Partial exams | General exam | |
|---|---|---|---|
|
x | ||
|
x |
ATTENDING STUDENTS
For attending students the final grade is based on:
- 80% written exam composed of multiple-choice and true/false questions.
- 20% group project (a team made of 5-6 people will work on a comparison of two competitors).
Multiple-choice tests assess candidates’ ability to understand the main processes in the fashion industry and managerial competencies that are required to work in the business. The group project aims to develop teamwork abilities that are crucial soft skills in the fashion industry and apply the concepts learned during the course. Moreover, the group project focuses on the main challenges a brand faces and opportunities for future growth that are key to developing entrepreneurial abilities
NOT ATTENDING STUDENTS
For non-attending students the final grade is based on the written exam on the two books listed in teaching materials. It is composed of multiple-choice and true/false questions.
Multiple-choice tests assess candidates’ ability to understand the main processes in the fashion industry and managerial competencies that are required to work in the business.
The learning process is different between attending and non attending students, but in any case, studying the books, students can acheive some insights of this special and complex world.
Teaching materials
ATTENDING STUDENTS
- E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009, (chapters and paragraphs: 1; 2; 3 (3.5 excluded); 6; 7, 8; 9; 10; 12; 13; 14 (chapters 4, 5, 11 are excluded).
- N. MISANI, P.VARACCA, Fashion Collections: Product Development and Merchandising, EGEA, 2017 (Chapters 1, 2, 3, 4 (chapters 5, 6, 7 are excluded).
- Slides, cases and articles posted on the course website.
NOT ATTENDING STUDENTS
- E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009
- N. MISANI, P.VARACCA, Fashion Collections: Product Development and Merchandising, EGEA, 2017.
Last change 23/07/2021 11:22
Instructors:
Class 33: PAOLA ANNA VARACCA CAPELLO, Class 34: PAOLA ANNA VARACCA CAPELLO
Class 33: PAOLA ANNA VARACCA CAPELLO, Class 34: PAOLA ANNA VARACCA CAPELLO
Suggested background knowledge
To successfully attend the course some basic concepts on corporate and competitive strategy (such as industry analysis, consumer segmentation, growth strategies, SWOT analysis) are recommended.
Mission & Content Summary
MISSION
The fashion and luxury world (F&L) is becoming more and more relevant from the economic point of view. It is one of the areas of Italian excellence, but is also an important sector in many other countries. Companies are growing and new job opportunities are available for talented young people with a managerial background.
The F&L world is dynamic, multifaceted and is undergoing a intense evolution, mainly driven by the digital transformation. Students learn about the main characteristics of F&L companies, get insights on the main managerial processes that are peculiar to these industries and understand the different managerial profiles in order to be able to start a career in F&L.
In F&L, the ability to create an emotional value for brands is a key factor: discussing branding concepts is a take away of the course that students could successfully apply to other industries.
CONTENT SUMMARY
The course provides 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. Main topics addressed in the course are:
- What is Fashion? Which are the fashion related sectors? What are the differences between fashion and luxury?
- How creativity and management do integrate in fashion and luxury companies.
- How to carry out an industry analysis: strategic features of fashion companies and main business models in fashion and their evolution.
- The role of the textile sector and the origin of trends: where do they come from and how do they spread?
- Fashion history and country branding: why France, Italy and US became leaders and which are the new centers for fashion?
- Customer segmentation: how to engage the customers from new senior to generation Z.
- Brand positioning in fashion: how to become a lifestyle brand?
- Key processes and main roles in fashion: product strategy and merchandising.
- Key processes and main roles in fashion: distribution and omnichannel management.
- Key processes and main roles in fashion: communication and PR in the digital era.
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Understand what is behind the fashion and luxury brands in terms of variety of business models and managerial processes and roles.
- Learn how companies at the different stages of the supply chain create trends and how those trends become popular.
- Apply key strategic concepts in the fashion and luxury world, such as: vertical integration, diversification, growth strategies, industry analysis, consumer segmentation, and brand positioning.
- Understand concepts that could be also applied in other sectors.
- Analyze successful branding strategies through the application of the brand identity model in their field projects.
- Consider what are main challenges to launch a brand in fashion.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Evaluate if they would like to get a job in this world and to acquire the basic competences to start as junior.
- Recognize some of the main issues and problems that characterize fashion companies.
- Apply strategic concepts, such as: vertical integration, diversification, growth strategies, industry analysis, consumer segmentation, and brand positioning.
- Work on branding concepts (the field project is built on this topic).
- Start/develop (main steps) a fashion brand.
Teaching methods
- Face-to-face lectures
- Online lectures
- Guest speaker's talks (in class or in distance)
- Case studies /Incidents (traditional, online)
- Group assignments
DETAILS
The learning process is facilitated by the variety of teaching methods listed before.
- Some case studies are discussed during the course: one of those cases is concerning the start of a new brand in fashion.
- The group field project, for all attending students, is presented in class and followed by a short discussion.
- Suggestions are provided to take advantage of the location in Milan, the leading fashion center in Italy.
Assessment methods
| Continuous assessment | Partial exams | General exam | |
|---|---|---|---|
|
x | ||
|
x |
ATTENDING STUDENTS
For attending students the final grade is based on:
- 80% written exam composed of multiple-choice and true/false questions.
- 20% group project (a team made of 5-6 people will work on a comparison between two competitors).
Multiple-choice tests assess candidates’ ability to understand the main processes in the fashion industry and managerial competencies that are required to work in the business. The group project aims to develop teamwork abilities that are crucial soft skills in the fashion industry and apply the concepts learned during the course. Moreover, the group project focuses on the main challenges a brand faces and opportunities for future growth that are key to developing entrepreneurial abilities.
NOT ATTENDING STUDENTS
For non-attending students the final grade is based on the written exam on the two books listed in teaching materials. It is composed of multiple-choice and true/false questions.
For non-attending students, 100% of the final grade will be based on the written exam, which will cover the contents of the two books listed above. The exam will be composed of multiple-choice questions.
Multiple choice tests assess candidates ability to understand the main processes in the fashion industry and managerial competencies that are required to work in the business.
The learning process is different between attending and non attending students, but in any case, studying the books, students can acheive some insights of this special and complex world.
Teaching materials
ATTENDING STUDENTS
- E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009, (chapters and paragraphs: 1; 2; 3 (3.5 excluded); 6; 7, 8; 9; 10; 12; 13; 14 (chapters 4, 5, 11 are excluded).
- N. MISANI, P.VARACCA, Fashion Collections: Product Development and Merchandising, EGEA, 2017 (Chapters 1, 2, 3, 4 (chapters 5, 6, 7 are excluded).
- Slides, cases and articles posted on the course website.
NOT ATTENDING STUDENTS
- E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009
- N. MISANI, P.VARACCA, Fashion Collections: Product Development and Merchandising, EGEA, 2017.
Last change 23/07/2021 11:29