Managing Fashion and Luxury Companies
School: Università Bocconi
Registration Link: Managing Fashion and Luxury Companies
Start Date: October 3, 2014 (5 Weeks)
Workload: 3-4 Hours Per Week
Instructors: Erica Corbellini and Stefania Saviolo
Credentials: Corbellini is the Professor of Strategic and Entrepreneurial Management at SDA Bocconi, where she also serves as the Director of the Master in Fashion, Experience & Design Management (MAFED). She has published five books (and edited five more) on fashion marketing and management. Saviolo heads the school’s Luxury and Fashion Knowledge Center and founded its MAFED program. Her areas of expertise are strategic, brand, and international business strategies. She has authored or co-authored eight books on the fashion industry and holds a Ph.D. in International Law and Economics from the University of Bergamo.
Graded: Students will receive a signed Certificate of Accomplishment for completing this course.
Description: Driven by case studies, this courses takes students “behind the scenes” of fashion and luxury brands. In particular, it covers the best practices and emerging trends in branding, retailing, creative, and international development. Along with focusing on market drivers and changing business models, the course will touch on fashion as a “balancing act,” that must weigh “tradition vs. innovation, expertise vs. experimentation, [and] casual vs. stylish…to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global marketplace.” As a result, students will understand the process behind how companies create the “right story, value, and experience.” The content will be delivered through video lectures, PowerPoint sides, readings, and interviews with thought leaders, with content mastery evaluated through quizzes and peer-evaluated assignments.
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Additional Note: If students are looking for additional information beyond the course, the instructors encourage them to read two of Saviolo’s books: Management in Fashion and Luxury Companies and Lifestyle Brands: A Guide to Aspirational Marketing.