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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.

Resultados profesionales del estudiante

50%

comenzó una nueva carrera después de completar estos cursos

45%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Aprox. 11 horas para completar

Inglés (English)

Subtítulos: Inglés (English), Persa

Habilidades que obtendrás

Strategic ManagementBusiness ModelLuxury GoodsBrand Management

Resultados profesionales del estudiante

50%

comenzó una nueva carrera después de completar estos cursos

45%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Aprox. 11 horas para completar

Inglés (English)

Subtítulos: Inglés (English), Persa

Programa - Qué aprenderás en este curso

Calificación del contenido98%(18,163 calificaciones)

Semana

1

Semana 1

3 horas para completar

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.

3 horas para completar

10 videos (Total 55 minutos), 8 lecturas

10 videos

1. What Is Fashion?10m

2. New Trends6m

3. The Dream Factor and Media System4m

4. What Is Luxury?6m

5. Luxury as a Product4m

6. Luxury as a Business3m

7. Luxury as a Culture4m

8. Luxury as a Customer3m

9. What Is Luxury Not?4m

10. Fashion, Luxury, and Millennials: Interviews (Additional Material)5m

8 lecturas

Above and Beyond the Course10m

Surviving the Course10m

About Professors10m

Additional Readings & Material10m

Coffee with a Fashion Expert10m

Careers in Fashion and Luxury Companies10m

Best Practices in Fashion and Luxury Companies10m

Slides and Pinterest10m

Semana

2

Semana 2

2 horas para completar

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

2 horas para completar

16 videos (Total 125 minutos), 1 lectura

16 videos

Introduction1m

Fashion Market Segmentation10m

Business Models Framework5m

Business Models in the Market5m

Luxury Brands6m

Luxury Conglomerates4m

Premium Brands5m

Designer Brands6m

Vertical Retailers - Mass or Fast8m

Interview with Moncler10m

Licensing21m

Interview with Rainbow3m

Textile Industry3m

Ingredient Brands3m

Interview with Albini16m

Interview with Vitale Barberis Canonico11m

1 lectura

Slides and Pinterest10m

Semana

3

Semana 3

2 horas para completar

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.

2 horas para completar

8 videos (Total 50 minutos), 2 lecturas, 1 cuestionario

8 videos

Complexity in Fashion Products Development6m

The Concept of Stylistic Identity5m

How to Develop a Collection7m

Brand Identity7m

Case Study: Woolmark2m

Interview: Landor and Associates8m

Case Study: DSQUARED27m

Case Study: BOTTEGA VENETA3m

2 lecturas

Slides and Pinterest10m

About Quizzes - Read carefully10m

1 ejercicio de práctica

Modules 1-340m

Semana

4

Semana 4

2 horas para completar

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

2 horas para completar

7 videos (Total 100 minutos), 3 lecturas

7 videos

Key Characteristics of Fashion Communication12m

How to Build a Strong Communication Identity12m

Masstige19m

The Digital Challenge4m

Round Table with International Bocconi Students18m

Interview with Tomaso Galli18m

Interview with Attila & Co.14m

3 lecturas

Slides and Pinterest10m

Additional Material10m

How is 3D printing changing fashion?10m

Semana

5

Semana 5

2 horas para completar

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.

2 horas para completar

10 videos (Total 41 minutos), 2 lecturas, 1 cuestionario

10 videos

Introduction1m

Defining Retail3m

Retail Trends and Formats4m

Retail Channels5m

Retail Management3m

Retail Identity3m

Customer Experience2m

E-commerce6m

Case Study: DSQUARED24m

Interview with Vente-Privee4m

2 lecturas

Slides and Pinterest10m

Join he Discussion On Showrooming / Webrooming10m

1 ejercicio de práctica

Module 4 & 530m

Semana

6

Semana 6

1 hora para completar

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.

1 hora para completar

1 lectura

1 lectura

Annual Reports10m

1 ejercicio de práctica

Final Test20m

Preguntas Frecuentes

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:

The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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.
What is the refund policy?

You will be eligible for a full refund until two weeks after your payment date, or (for courses that have just launched) until two weeks after the first session of the course begins, whichever is later. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the two-week refund period. See our full refund policy.
Is financial aid available?

Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You’ll be prompted to complete an application and will be notified if you are approved. Learn more.

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Management of Fashion and Luxury Companies