Retail Trends and Formats

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来自 Università Bocconi 的课程

时尚和奢侈品公司管理

1901 个评分

Università Bocconi

时尚和奢侈品公司管理

1901 个评分

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.

从本节课中

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.

Introduction1:57

Defining Retail3:08

Retail Trends and Formats4:32

Retail Channels5:59

Retail Management3:31

Retail Identity3:56

Customer Experience2:31

与讲师见面

Erica Corbellini
Director
MAFED - Master in Fashion, Experience and Design Management
Stefania Saviolo
Director
Luxury & Fashion Knowledge Center - SDA Bocconi

Many things happened in the distribution and

retail world of fashion and luxury brands in the last decade.

Many brands went retail and so many things happened also in

the way they transformed the retail sector itself.

I will introduce to you some of the main trends that

are now present in the global scenario.

And trends that will present opportunities but also threats for many of these brands.

Let's start from the fact that in terms of

formats compared to let's say a decade ago.

Now in the world of retail, many, many new business models and formats came out.

So, from the fast fashion format of Zara and fast fashion retailers

to the online platforms of Azuz YOOX or Net-a-Porter.

The transformation within department stores of corners into

concessions so retail spaces that the brands might manage by themselves.

Multi-brand stores that were a traditional format that became different,

more appealing.

Think about Collette in Paris or Suite in London.

Think about Excelsior in Milan.

Their transformation of department stores that, for instance, in luxury upgraded and

created a much more appealing kind of selection.

So formats, as I said, transform a lot.

Second trend that I would like to name is actually the globalization

of retail presence of many major luxury and fashion brands.

So now all the brands are present in

all the major capitals of the world side by side.

And the location game is a very important word

in retailing and is becoming really tough.

So location, location, location is the key success factor in retailing.

So, be in the right place, in the right street,

in the corner in the right floor of a department store this is really important.

And this is also an area where companies are,

are playing and negotiating with their size actually.

The bigger you are the more negotiating power you have.

A third trend I would like to name is the actually the evolution of

consumers on emerging markets that actually haven’t really emerged.

So the fact that in these areas the retail scene might be

very different from the retail scene that we have in Europe or US.

New malls new department stores, new concepts, and new outlets are coming out.

And the world, for instance, of retail in Asia is much more retail than

wholesale-driven with respect to Europe and so companies need to face these

trends and these opportunities to directly engage in retail formats.

Last trend that I would like to name has to do with the customer experience.

So, no matter the retail format, being this wholesale, being retail,

being in department stores or your flagship it's very important that

any brand will deliver the right customer experience to the right customer.

That means as we said differentiated customer base.

So, the right experience in terms of age,

in terms of generation, in terms of nationality.

And this is the latest challenge for these companies.

I would conclude saying,

consider that all this has to be made in an omni-channel kind of environment.

So, location, deliver the best brand image,

deliver the best customer experience, has to be done wholesale, retail,

through different formats and considering your online presence being this direct.

So managed by you,

or your brand presence into platforms that are managed by someone else.

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