About this Course

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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.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Approx. 12 hours to complete

English

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Skills you will gain

Strategic Management
Business Model
Luxury Goods
Brand Management

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Approx. 12 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructors

Instructor rating

4.55/5 (1,319 Ratings)

Erica Corbellini

Director

MAFED - Master in Fashion, Experience and Design Management

231,394 Learners

1 Course

Stefania Saviolo

Director

Luxury & Fashion Knowledge Center - SDA Bocconi

231,394 Learners

1 Course

Syllabus - What you will learn from this course

Content Rating98%(26,709 ratings)

Week

1

Week 1

3 hours to complete

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 hours to complete

10 videos (Total 55 min), 8 readings

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 readings

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

Week

2

Week 2

2 hours to complete

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

2 hours to complete

16 videos (Total 125 min), 1 reading

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 reading

Slides and Pinterest10m

Week

3

Week 3

2 hours to complete

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 hours to complete

8 videos (Total 50 min), 2 readings, 1 quiz

Week

4

Week 4

2 hours to complete

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

2 hours to complete

7 videos (Total 100 min), 3 readings

Week

5

Week 5

2 hours to complete

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 hours to complete

10 videos (Total 41 min), 2 readings, 1 quiz

Week

6

Week 6

1 hour to complete

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 hour to complete

1 reading

Reviews

4.7

1315 reviews

5 stars
76.96%
4 stars
18.81%
3 stars
3.09%
2 stars
0.43%
1 star
0.69%

TOP REVIEWS FROM MANAGEMENT OF FASHION AND LUXURY COMPANIES

by CCNov 16, 2017

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.

by WZFeb 4, 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.

by SGJun 17, 2019

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.

by KMay 4, 2022

Amazing course, a lot of new and useful information. Tutors are not boring and great at explanation. Special thanks for case study of different companies and interviews, was very interesting.

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Frequently Asked Questions

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What will I get if I purchase the Certificate?
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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.

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Management of Fashion and Luxury Companies