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Erica Corbellini
and
Stefania Saviolo
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.
Read more
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.
Read more
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/adrugm/management
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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.
Read more
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.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause 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
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Create your own learning path.
Save this course to your list so you can find it easily later.
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Reviews summary
Practical fashion and luxury business
According to learners, this course on Management of Fashion and Luxury Companies offers a well-structured and clearly organized content that simplifies complex industry concepts. The instructor is praised for explaining everything in a very clear and simple way, utilizing relevant examples that resonate with students. Learners have described it as a great learning experience, particularly valuable for those focusing on the business part of the fashion and luxury industry. The course is highlighted for its practical application, making it highly recommended for anyone seeking to understand the managerial aspects of this sector. While based on limited feedback, the initial impression is very positive.
Content organization is highly praised.
"The structure and content organization is great."
Overall learning experience is positive.
"It was a great learning experience that I highly recommend..."
Professor explains complex topics simply.
"The professor explains everything in a very clear and simple way using relevant examples."
Course content offers practical insights.
"...especially if you want to learn about the business part of the fashion and luxury industry because it also has practical application."
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
Show steps
Gain practical experience and contribute to the industry.
Show steps
-
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
Show steps
Expand knowledge and stay up-to-date with industry trends.
Show steps
-
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
Show steps
Enhance analytical and problem-solving skills by examining real-world scenarios and developing strategies.
Show steps
-
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
Expand to see all activities and additional details
Show all seven activities
Develop a Fashion Brand Style Guide
Show steps
Solidify knowledge of fashion brand identity, product development, and communication strategies.
Show steps
-
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
Show steps
Engage with peers, exchange perspectives, and deepen understanding of course concepts.
Show steps
-
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
Show steps
Test and apply knowledge of marketing, brand strategy, and communication in a practical setting.
Show steps
-
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
Show steps
Gain a comprehensive understanding of the luxury industry, its key concepts and theories, and its evolution.
Show steps
-
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.
Support Fashion or Luxury Organizations
Show steps
Gain practical experience and contribute to the industry.
Show steps
Show steps
Show steps
- 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
Show steps
Expand knowledge and stay up-to-date with industry trends.
Show steps
Show steps
Show steps
- 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
Show steps
Enhance analytical and problem-solving skills by examining real-world scenarios and developing strategies.
Show steps
Show steps
Show steps
- 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
Expand to see all activities and additional details
Show all seven activities
Develop a Fashion Brand Style Guide
Show steps
Solidify knowledge of fashion brand identity, product development, and communication strategies.
Show steps
Show steps
Show steps
- 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
Show steps
Engage with peers, exchange perspectives, and deepen understanding of course concepts.
Show steps
Show steps
Show steps
- 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
Show steps
Test and apply knowledge of marketing, brand strategy, and communication in a practical setting.
Show steps
Show steps
Show steps
- 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
Show steps
Gain a comprehensive understanding of the luxury industry, its key concepts and theories, and its evolution.
Show steps
Show steps
Show steps
- 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:
Product Manager, Fashion Brand
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.
Luxury Marketing 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.
Luxury Brand Manager
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.
Fashion Designer
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.
Wholesale Account 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.
Fashion Writer or Editor
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.
Fashion Photographer
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.
Luxury Goods Salesperson
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.
Retail Manager, Fashion Brand
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.
Social Media 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.
Visual Merchandiser, 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.
Director of Marketing, Fashion Brand
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.
Fashion Stylist
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.
Personal Shopper
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.
Fashion Consultant
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.
For more career information including salaries, visit:
OpenCourser.com/course/adrugm/management
Reading list
We've selected 26 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Management of Fashion and Luxury Companies.
Save
Provides a comprehensive overview of the luxury fashion branding landscape, covering topics such as brand strategy, marketing, and communication. It would be a valuable addition to the course as it provides practical insights into the industry and could serve as a reference tool for students.
Save
Provides a comprehensive overview of the global fashion industry, covering topics such as history, design, production, and marketing. It would be a valuable resource for students interested in gaining a broad understanding of the industry.
Save
Fashion Marketing: Contemporary Issues takes contemporary issues, such as digital marketing and sustainability, into account to give a more comprehensive view of this topic.
Provides a comprehensive history of fashion, from ancient times to the present day. It would be a valuable resource for students interested in gaining a historical perspective on the fashion industry.
Save
Provides an overview of fashion law, covering topics such as intellectual property, advertising, and consumer protection. It would be a valuable resource for students interested in understanding the legal side of the fashion industry.
Comprehensive reference guide to the fashion industry, covering topics such as history, design, production, and marketing. It would be a valuable resource for students interested in gaining a broad understanding of the industry.
Provides an overview of fashion retail management, covering topics such as store planning, merchandise management, and customer service. It would be a valuable resource for students interested in understanding the business side of the fashion industry.
Explores the psychological aspects of fashion, providing insights into how fashion influences and is influenced by human behavior. It would be a valuable resource for students interested in understanding the cultural and social significance of fashion.
The Fashion Designer's Survival Guide provides practical and strategic advice to fashion designers on how to develop their business and brand.
Save
Explores the language of fashion, providing insights into how fashion is communicated and understood. It would be a valuable resource for students interested in understanding the cultural and social significance of fashion.
Save
Explores the anthropological aspects of fashion and dress, providing insights into how fashion is shaped by and reflects culture. It would be a valuable resource for students interested in understanding the cultural and social significance of fashion.
The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail provides insights into how established companies can avoid the pitfalls of disruption and stay ahead of the competition.
Brand Relevance: Making Consumers Care Again helps readers understand how to create and maintain brand relevance in today's rapidly changing market.
Save
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands provides a unique perspective on the luxury market and how to develop successful luxury brands.
Save
Explores the semiotic aspects of fashion, examining how fashion communicates meaning through signs and symbols.
Save
Provides a historical overview of fashion, from the 18th century to the present day. It valuable resource for anyone interested in the history of fashion.
Save
Explores the psychological aspects of fashion, examining how fashion influences our thoughts, feelings, and behaviors.
Save
Explores the sociological aspects of fashion, examining how fashion is shaped by and reflects society.
Explores the aesthetic aspects of fashion, examining how fashion creates beauty and meaning.
Save
Explores the anthropological aspects of fashion, examining how fashion is shaped by and reflects culture.
Save
Explores the relationship between fashion and gender, examining how fashion is used to construct and express gender identity.
Save
Explores the relationship between fashion and identity, examining how fashion is used to create and express individual and group identity.
Save
Explores the relationship between fashion and consumption, examining how fashion is consumed and used to create and express personal and social identity.
Save
Explores the relationship between fashion and sustainability, examining the environmental and social impacts of fashion production and consumption.
The Fashion Reader is an anthology of essays on fashion from a variety of perspectives, including history, theory, and criticism.
The Psychology of Fashion explores the psychological aspects of fashion, including the motivations behind fashion choices and the impact of fashion on self-expression.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/adrugm/management
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Erica Corbellini
Stefania Saviolo
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