Management of Fashion and Luxury Companies
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.
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Syllabus
Syllabus - What you will learn from this course
Week 1
What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics
Week 2
The Evolution of Business Models: From Designers to Fast Fashion Retailers
Week 3
Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection
Week 4
Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands
Week 5
Retail Identity and Retail Management: the Customer’s Experience Within a Mix of Channels. The Future of Fashion E-tailing.
Week 6
FINAL TEST
FAQ
When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
Reviews
Very interesting, with significant case studies, to the point and neatly explained. A very useful integration to Luxury Brands notions one may have. Thank you for providing the material.
Fantastic class with 2 great lecturers and high standard invitees. The tests are not focussing on skills but on detecting the traps. They are useless and do not state the level of the student.
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.
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.
