Management of Fashion and Luxury Companies from Coursera

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.

What's inside

Syllabus

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.

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.

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.

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.

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.

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores fashion and luxury branding, which are standard in the industry

Teaches brand management, which helps students develop strategies

Develops product development, communication, and retail management skills, which are core to fashion and luxury branding

Taught by Erica Corbellini and Stefania Saviolo, who are recognized for their work in the industry

Examines luxury branding, which is relevant to professionals in various fields

Case studies provide learners with real-world applications of the concepts covered

Reviews summary

Management of fashion and luxury companies

learners say this course on Management of Fashion and Luxury Companies is largely positive, focusing on how to improve and understand the fashion and luxury management landscape. It is well received by learners and to highlight key features of the course, reviewers often emphasize engaging assignments, difficult exams, and insightful interviews with industry leaders.

The course includes opportunities for learners to engage with the material through discussion forums and assignments. Reviewers say these activities are helpful for reinforcing learning and connecting with other students. The opportunity for learners to interact with one another and with the course instructors leads to a positive and engaging learning experience.

"I am satisfied, it was very intersting, I learned a lot about luxury fashion, but I wanted the course to be more updated (it has information related to 2013)"

"The course is interesting and you learn a lot about the business models of the industry and the diference between fashion and luxury management. I recommend it."

Reviewers say the exams are challenging but fair, and help reinforce learning. While some learners find the exams difficult, they appreciate that the exams are comprehensive and provide an accurate assessment of their understanding of the material.

"What I can say is that I've enjoyed the course. And that the exam was complete and very difficult which is good because this was a very informative and challenging course."

"The course is supposed to be for beginners and pros as well but the final test seems quite hard to pass if you're a beginner due to the wide range of information included in those 2 reports "

The course is well-organized and easy to follow. Reviewers appreciate the clear explanations and engaging format, which includes videos, readings, and quizzes. The course's well-structured content also makes it easy for learners to understand and retain the information.

"Amazing course, very complete and filled with useful information, it could use some actualization (specially in the digital and e - commerce section) but otherwise it is very relevant and interesting "

"The course was of great importance to develop a broader vision about the world of fashion and how it works. I can only thank you for everything. I will take to life what I learned here."

The course features interviews with industry experts and case studies of major brands. Reviewers say these components provide valuable insights and real-world examples of how fashion and luxury companies operate. The interviews with industry leaders are a particular highlight for learners.

"I absolutely enjoyed attending this course: the material is accurate, interesting and current. I've learned many new aspects of the fashion and luxury world. "

"The course started on a bit flat front but it turned out to be one of the finest courses I have done on Coursera.The course material was structured.The tests were thorough."

Students say the course provides a solid foundation of fashion and luxury management. Reviewers highlight that they gained new knowledge and improved their understanding of the fashion industry's inner workings.

"Incredible! I feel like I learned so much throughout this course and I feel so ready to take on a new chapter in my life and pursue a career in fashion! "

"This was a very interesting and well taught course. I have learned some knew information about the fashion industry. It was also an enjoyable experience "

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Management of Fashion and Luxury Companies with these activities:

Support Fashion or Luxury Organizations

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Gain practical experience and contribute to the industry.

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Identify local museums, galleries, or fashion organizations.
Inquire about volunteer opportunities and apply.
Attend events, assist with exhibitions, or support marketing initiatives.

Explore Online Resources and Industry Events

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Expand knowledge and stay up-to-date with industry trends.

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Attend virtual industry events, such as webinars and conferences.
Follow industry influencers and thought leaders on social media.
Subscribe to fashion and luxury magazines and journals.

Analyze Fashion and Luxury Case Studies

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Enhance analytical and problem-solving skills by examining real-world scenarios and developing strategies.

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Select relevant case studies from industry publications or online resources.
Analyze the cases, identifying key issues, challenges, and opportunities.
Develop and present recommendations based on the analysis.

Four other activities

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Show all seven activities

Develop a Fashion Brand Style Guide

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Solidify knowledge of fashion brand identity, product development, and communication strategies.

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Research and define the brand's target audience, values, and aesthetics.
Create a visual representation of the brand's identity using mood boards.
Develop detailed guidelines for product design, including materials, colors, and silhouettes.
Establish guidelines for brand messaging and communication channels.
Present and communicate the style guide to stakeholders.

Join a Study Group or Online Forum

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Engage with peers, exchange perspectives, and deepen understanding of course concepts.

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Identify or create a study group with classmates.
Participate in discussions, ask questions, and provide feedback.
Collaborate on projects or case studies.

Create a Fashion and Luxury Marketing Campaign

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Test and apply knowledge of marketing, brand strategy, and communication in a practical setting.

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Define the campaign's target audience and objectives.
Develop a creative concept and messaging strategy.
Choose appropriate channels and media for campaign distribution.
Monitor and evaluate campaign performance based on metrics.
Present the campaign to stakeholders and gather feedback.

Read 'Luxury Management: Unveiling the Truth' by Luca Solca

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Gain a comprehensive understanding of the luxury industry, its key concepts and theories, and its evolution.

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Read each chapter thoroughly, taking notes and highlighting key points.
Engage in critical thinking and reflection on the concepts presented in the book.
Identify and analyze case studies, applying the theories and concepts learned.

Career center

Learners who complete Management of Fashion and Luxury Companies will develop knowledge and skills that may be useful to these careers:

Luxury Brand Manager

A Luxury Brand Manager is responsible for developing and executing marketing campaigns for luxury brands. They work closely with creative teams to develop brand identity and messaging, and with sales teams to ensure that marketing campaigns are aligned with sales goals. This course may be useful for someone in this role, as it provides an overview of the luxury industry, including the history of luxury brands, the different types of luxury products, and the marketing strategies that are used to promote luxury products.

See salaries and explore the career path for Luxury Brand Manager

Luxury Marketing Manager

A Luxury Marketing Manager is responsible for developing and executing marketing campaigns for luxury brands. They work closely with creative teams to develop brand identity and messaging, and with sales teams to ensure that marketing campaigns are aligned with sales goals. This course may be useful for someone in this role, as it provides an overview of the luxury industry, including the history of luxury brands, the different types of luxury products, and the marketing strategies that are used to promote luxury products.

See salaries and explore the career path for Luxury Marketing Manager

Fashion Designer

A Fashion Designer creates clothing and accessories. They may work for a fashion brand, or they may start their own business. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Fashion Designer

Product Manager, Fashion Brand

A Product Manager, Fashion Brand is responsible for developing and managing the product line for a fashion brand. They work closely with design teams to develop new products, and with marketing teams to ensure that products are marketed effectively. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Product Manager, Fashion Brand

Wholesale Account Manager, Fashion Brand

A Wholesale Account Manager, Fashion Brand is responsible for managing relationships with wholesale customers. They work closely with sales teams to ensure that wholesale orders are processed and shipped on time, and with marketing teams to ensure that wholesale customers are aware of new products and promotions. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Wholesale Account Manager, Fashion Brand

Fashion Photographer

A Fashion Photographer specializes in taking photographs of fashion models and clothing. They may work for magazines, newspapers, websites, or fashion brands. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Fashion Photographer

Fashion Writer or Editor

A Fashion Writer or Editor is responsible for writing and editing content about fashion for magazines, newspapers, websites, and other publications. They may also work as stylists or creative directors for fashion shoots. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Fashion Writer or Editor

Luxury Goods Salesperson

A Luxury Goods Salesperson sells luxury goods to customers in a retail setting. They may work for a luxury brand or a department store. This course may be useful for someone in this role, as it provides an overview of the luxury industry, including the history of luxury brands, the different types of luxury products, and the marketing strategies that are used to promote luxury products.

See salaries and explore the career path for Luxury Goods Salesperson

Retail Manager, Fashion Brand

A Retail Manager, Fashion Brand is responsible for managing the day-to-day operations of a fashion retail store. They may also be responsible for developing and implementing marketing campaigns for the store. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Retail Manager, Fashion Brand

Social Media Manager, Fashion Brand

A Social Media Manager, Fashion Brand is responsible for developing and executing social media campaigns for fashion brands. They work closely with creative teams to develop content for social media, and with marketing teams to ensure that social media campaigns are aligned with overall marketing goals. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Social Media Manager, Fashion Brand

Visual Merchandiser, Fashion Brand

A Visual Merchandiser, Fashion Brand is responsible for creating displays of merchandise in fashion retail stores. They work closely with design teams to develop visual concepts, and with marketing teams to ensure that displays are aligned with overall marketing goals. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Visual Merchandiser, Fashion Brand

Fashion Stylist

A Fashion Stylist helps clients put together outfits for special occasions or everyday wear. They may work with individuals, businesses, or celebrities. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Fashion Stylist

Director of Marketing, Fashion Brand

A Director of Marketing, Fashion Brand is in charge of developing and executing marketing campaigns for fashion brands. They work closely with creative teams to develop brand identity and messaging, and with sales teams to ensure that marketing campaigns are aligned with sales goals. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Director of Marketing, Fashion Brand

Personal Shopper

A Personal Shopper helps clients find and purchase clothing, accessories, and other items that suit their individual style and needs. They may work for a department store or a luxury brand. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

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Fashion Consultant

A Fashion Consultant provides advice to clients on fashion and style. They may work with individuals, businesses, or celebrities to help them develop their personal style, create a wardrobe, or plan a special event. This course may be useful for someone in this role, as it provides an overview of the fashion industry, including the history of fashion, the different types of fashion brands, and the marketing strategies that are used to promote fashion products.

See salaries and explore the career path for Fashion Consultant