Monthly Subscription Starting at AED 99 + VAT
- Level Foundation
- Duration 12 hours
- Course by Università Bocconi
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Offered by
About
Learn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts. Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global marketplace. Topics such as the impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course.Modules
About the Course
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4
Readings
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1
Discussion
1
Discussions
- Ready, steady, go!
4
Readings
- Above and Beyond the Course
- Surviving the Course
- About Professors
- Additional Readings & Material
Tips & Tricks of the Industry
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3
Readings
3
Readings
- Coffee with a Fashion Expert
- Careers in Fashion and Luxury Companies
- Best Practices in Fashion and Luxury Companies
Module 1 Study Material
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1
Readings
1
Readings
- Slides and Pinterest
Main Content: Fashion
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3
Videos
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1
Discussion
1
Discussions
- What is Fashion for you?
3
Videos
- 1. What Is Fashion?
- 2. New Trends
- 3. The Dream Factor and Media System
Main Content: Luxury
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7
Videos
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1
Discussion
1
Discussions
- What is Luxury for you?
7
Videos
- 4. What Is Luxury?
- 5. Luxury as a Product
- 6. Luxury as a Business
- 7. Luxury as a Culture
- 8. Luxury as a Customer
- 9. What Is Luxury Not?
- 10. Fashion, Luxury, and Millennials: Interviews (Additional Material)
The World Through Your Lens!
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1
Discussion
1
Discussions
- What's trendy in your city?
Module 2 Study Material
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1
Readings
1
Readings
- Slides and Pinterest
Main Content: Introduction to Business Models
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4
Videos
4
Videos
- Introduction
- Fashion Market Segmentation
- Business Models Framework
- Business Models in the Market
Main Content: Business Models
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5
Videos
5
Videos
- Luxury Brands
- Luxury Conglomerates
- Premium Brands
- Designer Brands
- Vertical Retailers - Mass or Fast
Additional Content: Extra Topics and Guests
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7
Videos
7
Videos
- Interview with Moncler
- Licensing
- Interview with Rainbow
- Textile Industry
- Ingredient Brands
- Interview with Albini
- Interview with Vitale Barberis Canonico
The World Through Your Lens!
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1
Discussion
1
Discussions
- What business model are you?
Module 3 Study Material
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1
Readings
1
Readings
- Slides and Pinterest
Main Content
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4
Videos
4
Videos
- Complexity in Fashion Products Development
- The Concept of Stylistic Identity
- How to Develop a Collection
- Brand Identity
Case Studies and Guests
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4
Videos
4
Videos
- Case Study: Woolmark
- Interview: Landor and Associates
- Case Study: DSQUARED2
- Case Study: BOTTEGA VENETA
Review
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1
Readings
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1
Discussion
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1
Assignment
1
Assignment
- Modules 1-3
1
Discussions
- What do you take home tonight?
1
Readings
- About Quizzes - Read carefully
The World Through Your Lens!
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1
Discussion
1
Discussions
- Which is the most iconic product?
Module 4 Study Material
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2
Readings
2
Readings
- Slides and Pinterest
- Additional Material
Main Content
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2
Videos
2
Videos
- Key Characteristics of Fashion Communication
- How to Build a Strong Communication Identity
Additional Topics
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2
Videos
2
Videos
- Masstige
- The Digital Challenge
Guests
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3
Videos
3
Videos
- Round Table with International Bocconi Students
- Interview with Tomaso Galli
- Interview with Attila & Co.
Join The Discussions
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1
Readings
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1
Discussion
1
Discussions
- About Transmedia Storytelling
1
Readings
- How is 3D printing changing fashion?
The World Through Your Lens!
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1
Discussion
1
Discussions
- What communication codes do we share?
Module 5 Study Material
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1
Readings
1
Readings
- Slides and Pinterest
Main Content
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8
Videos
8
Videos
- Introduction
- Defining Retail
- Retail Trends and Formats
- Retail Channels
- Retail Management
- Retail Identity
- Customer Experience
- E-commerce
Additional Topics, Guests, and Case Studies
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2
Videos
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1
Readings
2
Videos
- Case Study: DSQUARED2
- Interview with Vente-Privee
1
Readings
- Join he Discussion On Showrooming / Webrooming
Review
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1
Discussion
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1
Assignment
1
Assignment
- Module 4 & 5
1
Discussions
- What is your preferred online multi-brand store?
Final Test
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1
Readings
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1
Discussion
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1
Assignment
1
Assignment
- Final Test
1
Discussions
- What does Fashion mean to you, now?
1
Readings
- Annual Reports
Auto Summary
Discover the intricate world of fashion and luxury companies with this foundational course, guided by industry experts. Delve into the nuances of brand management, balancing tradition with innovation, and explore diverse business models and international development. This 720-minute course, available on Coursera, uses case studies to illustrate key strategies and emerging market trends. Ideal for aspiring professionals, learners can subscribe via Starter or Professional plans.
Erica Corbellini
Stefania Saviolo