Insegnamento a.a. 2024-2025

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 and how new technologies are shaping the customer journey.
• Brand and line extension.
• Turnaround and rebranding strategies.
• Sustainability as innovation.

• 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 symbol-intensive processes (product, retail, communication) and learn the appropriate language and terminology.
• Understand the difference between an authority brand, a cult brand, an icon brand, a lifestyle brand
• 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
• Understand the drivers for growth and profitability in fashion and luxury
• Carry out a merchandising plan, a transmedia communication plan, a customer experience journey

• Lectures
• Guest speaker's talks (in class or in distance)
• Practical Exercises
• Collaborative Works / Assignments

• Guest speakers support student's learning on specific and technical topics such as merchandising and buying, customer experience design, digital strategies
• Exercises in class allow students to practice on tools and frameworks (i.e. how to develop a merchandising plan, how to measure sustainability, how to evaluate companies in the stock market).
• 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 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). 
• Stefania Saviolo "Fashion and the sustainability challenge" Working Paper available on blackboard.

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.

• 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 and how new technologies are shaping the customer journey.
• Brand and line extension.
• Turnaround and rebranding strategies.
• Sustainability as innovation.

• Work in a team developing industry-based projects.
• Understand and speak the language of merchandisers, brand managers, retail managers
• Understand the drivers for growth and profitability in fashion and luxury (such as brand and line extension' do and donts)
• Carry out a merchandising plan, a transmedia communication plan, a customer experience journey leveraging customer data
• Evaluate challenges and opportunities connected with sustainable growth in fashion and luxury in different market segments

• Lectures
• Guest speaker's talks (in class or in distance)
• Practical Exercises
• Collaborative Works / Assignments
• Interaction/Gamification

• Guest speakers support student's learning on specific and technical topics such as merchandising and buying, customer experience design, digital strategies
• Many 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 field assignment 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. Attedance is mandatory for the sessions connected to the group field assignment.  

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). 
• S.SAVIOLO, "fashion and the sustainability challenge" available on blackboard