À propos de ce cours
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Approx. 17 heures pour terminer


Sous-titres : Anglais

Compétences que vous acquerrez

Strategic ManagementBusiness ModelLuxury GoodsBrand Management

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Dates limites flexibles

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Approx. 17 heures pour terminer


Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

3 heures pour terminer

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.

10 vidéos (Total 55 min), 8 lectures
10 vidéos
2. New Trends6 min
3. The Dream Factor and Media System4 min
4. What Is Luxury?6 min
5. Luxury as a Product4 min
6. Luxury as a Business3 min
7. Luxury as a Culture4 min
8. Luxury as a Customer3 min
9. What Is Luxury Not?4 min
10. Fashion, Luxury, and Millennials: Interviews (Additional Material)5 min
8 lectures
Above and Beyond the Course10 min
Surviving the Course10 min
About Professors10 min
Additional Readings & Material10 min
Coffee with a Fashion Expert10 min
Careers in Fashion and Luxury Companies10 min
Best Practices in Fashion and Luxury Companies10 min
Slides and Pinterest10 min
2 heures pour terminer

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

This second week will be significantly denser and more time consuming than the first one. The topic is that of Business Models in Fashion and Luxury, and will give you a lot of important insights on this industry.

16 vidéos (Total 125 min), 1 lecture
16 vidéos
Fashion Market Segmentation10 min
Business Models Framework5 min
Business Models in the Market5 min
Luxury Brands6 min
Luxury Conglomerates4 min
Premium Brands5 min
Designer Brands6 min
Vertical Retailers - Mass or Fast8 min
Interview with Moncler10 min
Licensing21 min
Interview with Rainbow3 min
Textile Industry3 min
Ingredient Brands3 min
Interview with Albini16 min
Interview with Vitale Barberis Canonico11 min
1 lecture
Slides and Pinterest10 min
2 heures pour terminer

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.

8 vidéos (Total 50 min), 2 lectures, 1 quiz
8 vidéos
The Concept of Stylistic Identity5 min
How to Develop a Collection7 min
Brand Identity7 min
Case Study: Woolmark2 min
Interview: Landor and Associates8 min
Case Study: DSQUARED27 min
Case Study: BOTTEGA VENETA3 min
2 lectures
Slides and Pinterest10 min
About Quizzes - Read carefully10 min
1 exercice pour s'entraîner
Modules 1-340 min
2 heures pour terminer

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

Week 4 will cover another very crucial topic: Communication. Communication per se is an extremely rich and broad topic and the fashion and luxury industry requires a specific and dedicated chapter as it encompasses unique aspects that need to be correctly addressed and understood.

7 vidéos (Total 100 min), 3 lectures
7 vidéos
How to Build a Strong Communication Identity12 min
Masstige19 min
The Digital Challenge4 min
Round Table with International Bocconi Students18 min
Interview with Tomaso Galli18 min
Interview with Attila & Co.14 min
3 lectures
Slides and Pinterest10 min
Additional Material10 min
How is 3D printing changing fashion?10 min
2 heures pour terminer

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.

10 vidéos (Total 41 min), 2 lectures, 1 quiz
10 vidéos
Defining Retail3 min
Retail Trends and Formats4 min
Retail Channels5 min
Retail Management3 min
Retail Identity3 min
Customer Experience2 min
E-commerce6 min
Case Study: DSQUARED24 min
Interview with Vente-Privee4 min
2 lectures
Slides and Pinterest10 min
Join he Discussion On Showrooming / Webrooming10 min
1 exercice pour s'entraîner
Module 4 & 530 min
1 heure pour terminer


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.

1 lecture, 1 quiz
1 lecture
Annual Reports10 min
1 exercice pour s'entraîner
Final Test20 min
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Principaux examens pour Management of Fashion and Luxury Companies

par PMMar 2nd 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.

par WZFeb 5th 2016

very useful course, not only for Luxury industry. Many topics talked about are enlighted. After learning, I think I am more reasonable facing all fancy things and choose them more sophiscated.



Erica Corbellini

MAFED - Master in Fashion, Experience and Design Management

Stefania Saviolo

Luxury & Fashion Knowledge Center - SDA Bocconi

À propos de Université Bocconi

Our ambition is to develop students' potential and foster knowledge in Business, Economics and Law through innovative learning and research activities in a multicultural environment. Bocconi is a community that constantly innovates teaching and learning technologies and that strongly believes in the power of life-long learning and networking. Now available online....

Foire Aux Questions

  • Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.

  • Lorsque vous achetez un Certificat, vous bénéficiez d'un accès à tout le contenu du cours, y compris les devoirs notés. Lorsque vous avez terminé et réussi le cours, votre Certificat électronique est ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

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