6188 - MANAGEMENT OF FASHION AND DESIGN COMPANY

The course is aimed at offering an insight of the phenomenological context, organizational and managerial logics of fashion and design-based companies. To achieve such a goal, the course analyses industries and companies offering symbol intensive goods by adopting models and tools of business administration and strategy (e.g. business models, strategic groups, pipeline etc.).
The course is strongly recommended to students who would like to realize a final thesis on fashion management and design-based companies.
To improve the learning process, the course combines the theoretical sessions with the contribution of guest speakers and case discussions.

• Fashion, luxury and design
• Key characteristics of fashion companies 
• Fashion pipeline, main sectors and business models
• The competitiveness of national models: France, Usa, Italy and Asia.
• Customer segmentation 
• Defining positioning in fashion: product, distribution and communication strategy

Attending students

The final evaluation is based on a written exam (2-4 questions concerning issues discussed in class and described in the textbook) for all the exams in the academic year (70% of the final grade).

Attending students are requested to carry out a group field project (5 people) that counts for the remaining 30% of the final grade

Not attending students

In the exam there is an additional question on the text for non attending students, that counts for the remaining 30% of the final grade

Per i frequentanti

• S. SAVIOLO, S. TESTA, Strategic Management in Fashion Companies, Milano, Etas Libri, 2002.

 Per i non frequentanti

• S. SAVIOLO, S. TESTA, Strategic Management in Fashion Companies, Milano, Etas Libri, 2002.

• Business relations in the EU clothing chain: from industry to retail. Bocconi, Essec, Baker&McKenzie, 2007