课程信息

189,675 次近期查看

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.

学生职业成果

13%

完成这些课程后已开始新的职业生涯

14%

通过此课程获得实实在在的工作福利

可灵活调整截止日期

根据您的日程表重置截止日期。

可分享的证书

完成后获得证书

100% 在线

立即开始，按照自己的计划学习。

完成时间大约为12 小时

英语（English）

字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）, 波斯语

您将获得的技能

Strategic ManagementBusiness ModelLuxury GoodsBrand Management

学生职业成果

13%

完成这些课程后已开始新的职业生涯

14%

通过此课程获得实实在在的工作福利

可灵活调整截止日期

根据您的日程表重置截止日期。

可分享的证书

完成后获得证书

100% 在线

立即开始，按照自己的计划学习。

完成时间大约为12 小时

英语（English）

字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）, 波斯语

讲师

授课教师评分

4.55/5 （1,019 个评分）

Erica Corbellini

Director

MAFED - Master in Fashion, Experience and Design Management

182,524 个学生

1 门课程

Stefania Saviolo

Director

Luxury & Fashion Knowledge Center - SDA Bocconi

182,524 个学生

1 门课程

教学大纲 - 您将从这门课程中学到什么

内容评分98%（22,900 个评分）

周

1

周 1

完成时间为 3 小时

What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics

Welcome to the first week of our course! Before moving this week contents, please dedicate some time to read the About the Course section where you can find a series of useful information to approach the course the best way. The Trips&Tricks section contains some insights and best practices that Lucia Paladino (an industry expert) shared with our community. Once you have done with these introductory readings you can finally move to the first contents! This first module is dedicated to a general introduction to fashion and luxury concepts: what they imply, how they are perceived, how they differ, and what other basic ideas in this industry are.

完成时间为 3 小时

10 个视频（总计 55 分钟）, 8 个阅读材料

10 个视频

1. What Is Fashion?10分钟

2. New Trends6分钟

3. The Dream Factor and Media System4分钟

4. What Is Luxury?6分钟

5. Luxury as a Product4分钟

6. Luxury as a Business3分钟

7. Luxury as a Culture4分钟

8. Luxury as a Customer3分钟

9. What Is Luxury Not?4分钟

10. Fashion, Luxury, and Millennials: Interviews (Additional Material)5分钟

8 个阅读材料

Above and Beyond the Course10分钟

Surviving the Course10分钟

About Professors10分钟

Additional Readings & Material10分钟

Coffee with a Fashion Expert10分钟

Careers in Fashion and Luxury Companies10分钟

Best Practices in Fashion and Luxury Companies10分钟

Slides and Pinterest10分钟

周

2

周 2

完成时间为 2 小时

The Evolution of Business Models: From Designers to Fast Fashion Retailers

完成时间为 2 小时

16 个视频（总计 125 分钟）, 1 个阅读材料

16 个视频

Introduction1分钟

Fashion Market Segmentation10分钟

Business Models Framework5分钟

Business Models in the Market5分钟

Luxury Brands6分钟

Luxury Conglomerates4分钟

Premium Brands5分钟

Designer Brands6分钟

Vertical Retailers - Mass or Fast8分钟

Interview with Moncler10分钟

Licensing21分钟

Interview with Rainbow3分钟

Textile Industry3分钟

Ingredient Brands3分钟

Interview with Albini16分钟

Interview with Vitale Barberis Canonico11分钟

1 个阅读材料

Slides and Pinterest10分钟

周

3

周 3

完成时间为 2 小时

Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection

Welcome to module 3! The main topics here will be the complexity of product development, brand identity, stylistic identity, and the development of the collection. Remember also that at the end of this module you will find the first QUIZ (counting 40% of the final grade)! This quiz is going to test your knowledge and understanding of the first three modules. You need to listen to all video lectures and to read all the slides of the three modules carefully to successfully complete it.

完成时间为 2 小时

8 个视频（总计 50 分钟）, 2 个阅读材料, 1 个测验

周

4

周 4

完成时间为 2 小时

Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands

完成时间为 2 小时

7 个视频（总计 100 分钟）, 3 个阅读材料

7 个视频

Key Characteristics of Fashion Communication12分钟

How to Build a Strong Communication Identity12分钟

Masstige19分钟

The Digital Challenge4分钟

Round Table with International Bocconi Students18分钟

Interview with Tomaso Galli18分钟

Interview with Attila & Co.14分钟

3 个阅读材料

Slides and Pinterest10分钟

Additional Material10分钟

How is 3D printing changing fashion?10分钟

周

5

周 5

完成时间为 2 小时

Retail Identity and Retail Management: the Customer’s Experience Within a Mix of Channels. The Future of Fashion E-tailing.

In a world where geographical boundaries are physically and virtually evolving, companies need to be able to manage their international presence without losing their identity. There are a number of elements that need to be taken into account when planning retail strategy. Traditional distribution channels evolve while new channels enrich the scenario. This is also our last week of the course. At the end of it you will have the second QUIZ (40% of the final grade) covering module 4 and 5. Also in this case be sure to listen to all lectures and interviews, and to read all the slides to prepare yourself properly. Once you have done with this second quiz, you can move to the FINAL TEST.

完成时间为 2 小时

10 个视频（总计 41 分钟）, 2 个阅读材料, 1 个测验

周

6

周 6

完成时间为 1 小时

FINAL TEST

Congratulations! You made it up to here! The structure of the final test is different from the previous quizzes: you will be given 10 multiple choice questions based on two annual reports (Ferragamo and Nike). Of course the questions will be related to topics covered in the course but this time we are asking you to apply your knowledge to these two specific cases. The benefit of this format is twofold: on one hand you can apply some of the concepts you have learned so far, on the other you will see an annual report, a fundamental source of information you may have to handle in the future. This test will be more challenging than the two previous quizzes but don't give up, and it counts only for 20% of the final grade in order not to penalize too much who is struggling with it.

完成时间为 1 小时

1 个阅读材料

审阅

4.7

1173 条评论

5 stars
76.87%
4 stars
18.90%
3 stars
3.08%
2 stars
0.41%
1 star
0.72%

来自时尚和奢侈品公司管理的热门评论

由 KM 提供Jun 8, 2020

I learned too much in this course ... unfortunately it did not seem pleasant to pay for the certificate and having to download it when I thought it would be sent to my house ...\n\nanyway THANK YOU

由 VK 提供Jan 30, 2020

It's a great course for those who'd like to understand the the way fashion industry is organized; what's the key factors in marketing of fashion and luxury brands; what's important in communication.

由 PM 提供Mar 1, 2017

What a great resource for both Fashion and Business Students around the world. I am a student in London using this resource to further my knowledge and Iove it. I will continue using and supporting.

由 OH 提供Nov 29, 2019

The course is very useful and easy to understand... also I like the module materials and the notes while lectures are on. But the quizes were very hard especially the last quiz of the annual reports

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