Managing Fashion and Luxury Companies

开始时间: 04/22/2022 持续时间: Unknown

所在平台: CourseraArchive 课程类别: 商业与管理学 大学或机构: Università Bocconi 授课老师： 其他

课程主页: https://www.coursera.org/course/mafash

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课程详情

The course provides an overview of the global luxury and fashion business and an in-depth understanding of market drivers, business models and brand management strategies.

Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: keeping the traditions, breaking them up; balancing old and new, staid and stylish; nurturing the brand heritage and at the same time staying fresh, relevant and contemporary in the global marketplace.

The current debate about fashion and luxury strategies will be presented, discussing topics such as the impact of emerging markets, new retail channels and new media on branding strategies.

课程大纲

Week 1: What is fashion? What is Luxury? Defining complex concepts and business logics. Luxury industry consolidation and the creation of conglomerates.

Week 2: Structure of fashion and luxury goods industries and key drivers. Business models and key players: from designers to fast fashion retailers.

Week 3: Market segmentation: luxury, extra-luxury and masstige. Insights on consumer behavior.

Week 4: Brand positioning and the brand identity model. The landscape of symbol-intensive brands: from authority to lifestyle.

Week 5: Managing heritage and storytelling. Managing stylistic identity and product strategy.

Week 6: Retail identity and retail strategy. Managing the customer experience and the customer journey within an omni-channel world.

Week 7: Managing  the communication identity and the digital challenge. New media and social networks in fashion and luxury

Week 8: Managing brand growth: line and brand extension. New luxury categories and future trends in luxury services. The issue of governance. Course wrap up.

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