The fashion market: structure, players and success factors

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1 The fashion market: structure, players and success factors Prof. Francesca Romana RInaldi Luana Carcano Federica Vacca Area: Business Session B: 28 June 8 July Duration: 2 weeks Campus: Milan Course description The course provides an overview of the fashion industry. The aim of the course is to address the main strategic and managerial characteristics related to fashion with a global focus, analyzing the new challenges that fashion & luxury are facing nowadays: the digital and the sustainability revolution. Course objectives can be synthesized as follows: To get acquainted with the concept of fashion brand management; to understand the main differences among the market segments; to understand strategies at the level of product, distribution and communication; to analyze the new challenges that are reshaping nowadays the fashion&luxury: the digital challenge (social media communication, e-commerce) and sustainability. Main topics Managing fashion businesses Branding as positioning Managing product strategies Managing communication strategies Managing distribution strategies What luxury is all about? Managing luxury businesses From goods to experiences: the new luxury frontiers New challenges: branding and sustainability New challenges: social media and e-commerce in fashion Teaching methods Together with the traditional lectures, the learning process is supported by stimulating teaching methods such as case discussions, guest speakers and field projects, taking advantage from being located in a leading fashion centre as Milan. During the course there will be also some field trips.

2 Course requirements Students have to comply with the following requirements: students are expected to regularly attend class sessions and actively contribute to in-class debate; students are required to carry out a field project to be presented in class; students have to take a final written exam at the end of the teaching period. Credits 3 US credits Course readings and materials Readings and slides: all mandatory readings and lecturers slides will be available on Blackboard. Suggested books and articles: > Carcano L. Time to Change, Egea, 2009 (e-book available) > Corbellini E., Saviolo S. Managing Fashion & Luxury Companies, ETAS 2009 > Kapferer J.N., Bastien V. The Luxury Strategy, Kogan Page 2012 > Rinaldi F.R., Testa. S, The responsible fashion company, Greenleaf Publishing, 2014 (e-book available > Rinaldi F.R., Tips and Traps in multi-channel distribution, Detail on Retail, June 2012 > AA.VV., Fashion Practice, Vol. 6, No. 2, Special Issue Fashion Made in Italy, 2014 Bloomsbury Publishing, pp , ISSN: > F. Vacca & V. Iannilli, Brand of products and brand of signs: how to manage this relationship in fashion through corporate archives in Proceedings of the 19th DMI: Academic Design Management Conference, 2014, E-BOOK, ISBN [ ge_this_relationship_in_fashion_through_corporate_archives] Evaluation and grading Visits report Field project (to be presented in class) Final written exam 30 % of final grade 30 % of final grade 40 % of final grade VISITS REPORT: EXPLORING FASHION IN MILAN 30% of the final grade will come from a group final report on one of the four thematic routes proposed in the module EXPLORING FASHION IN MILAN.

3 Each route has been designed to offer a new perspective respect to emerging trends within the luxury retail sector, capable of intercepting the new consumer s taste. FIELD PROJECT 30% of the final grade will come from the group assignment which is a field project on brand management in fashion. A more precise briefing on the group assignment will be given during the course. Guidelines on the methodology for the field projects will be available on Blackboard. During the group assignment students will be asked to look for some material using online sources and doing stores observation in the main shopping areas in Milan. FINAL WRITTEN EXAM The written exam is a mix of closed questions and open questions related to topics covered in the program (i.e. branding in fashion, defining luxury etc.). The written exam is passed if the grade is sufficient (above 18/30). SCHEDULE Lesson Title Readings 1 2 What is fashion? Branding in Fashion Group assignment contents and methodology READING: Branding as positioning, chapter 9 - Corbellini E., Saviolo S. Managing Fashion & Luxury Companies 3 Fashion Retail Space READING: AA.VV. Fashion Practice, Vol. 6, No. 2, Special Issue Fashion Made in Italy, 2014 Bloomsbury Publishing, pp , ISSN: Exploring Fashion In Milan: Guidelines

4 5 Managing the product in Fashion READING: Stylistic identity and the product development process, chapter 11 - Corbellini E., Saviolo S. Managing Fashion & Luxury Companies Managing distribution in Fashion Managing distribution in Fashion: the digital challenge Managing communication in Fashion: the digital challenge Guest speaker (TBC) Guest speaker (TBC) Luxury in the 21 st century: what is it all about? TBC READING: Retail identity and the distribution process, chapter 12 - Corbellini E., Saviolo S. Managing Fashion & Luxury Companies READING: Retail identity and the distribution process, chapter 12 - Corbellini E., Saviolo S. Managing Fashion & Luxury Companies Rinaldi F.R., Tips and Traps in multi-channel distribution, Detail on Retail, June 2012 READING: Image identity and the communication process, chapter 13 - Corbellini E., Saviolo S. Managing Fashion & Luxury Companies READING: Facets of luxury today, chapter 4 Kapferer J.N., Bastien V. available on blackboard 12 Exploring Fashion In Milan: Corso Como 10 Concept Store (TBC) 13 New challenges: branding and sustainability in Fashion READING: Rinaldi F.R., Testa S. Responsible Fashion Company - intro

5 & chapter 5 14 New challenges: branding and sustainability in Fashion (2) READING: Rinaldi F.R., Testa S. Responsible Fashion Company - intro & chapter 5 15 Managing luxury businesses: fundamentals TBC 16 Challenges in luxury business: digital & beyond TBC READING: Carcano-Catalani, Note on Luxury Business Management available on blackboard Carcano L. Strategic Management and Sustainability in luxury companies, The Journal of Corporate Citizenship, 2013, available on blackboard 17 Luxury Heritage: products narrative management READING: AA.VV., Fashion Practice, Vol. 6, No. 2, Special Issue Fashion Made in Italy, 2014 Bloomsbury Publishing, pp , ISSN: F. Vacca & V. Iannilli, BRAND OF PRODUCTS AND BRAND OF SIGNS: HOW TO MANAGE THIS RELATIONSHIP IN FASHION THROUGH CORPORATE ARCHIVES in Proceedings of the 19th DMI: Academic Design Management Conference, 2014, E- BOOK, ISBN Exploring Fashion In Milan: Nonostante Marras (TBC) Exploring Fashion In Milan: Zucchi Antique Handblocks Collection & Museum (TBC) 21 Group assignment presentations 22 Final exam

6 Bio of the lecturers Francesca Romana Rinaldi Francesca Romana Rinaldi is Professor of competitive strategy in creative industries and fashion management at Bocconi University in Milan, and is a faculty member of the Luxury & Fashion Knowledge Center at SDA Bocconi School of Management and the Master in Fashion, Experience & Design Management. Since 2013 she is Director of the Master in Brand & Retail Experience Management at Milan Fashion Institute (intra-university consortium between Bocconi University, the Catholic University of Milan, and the Polytechnic University of Milan). She is co-author with Salvo Testa of The Responsible Fashion Company, Greenleaf Publishing, She is also an international consultant for companies in the fashion and luxury sector, mainly on topics regarding digital strategies, brand management, and business sustainability. She started the Bio-Fashion blog ( in 2010 with the intention of raising awareness and providing information on themes pertaining to fashion and sustainable lifestyles. It is followed by companies, opinion leaders, and associations. A freelance journalist, she contributes to several specialized magazines both in Italy and Luana Carcano Luana Carcano is a Senior Professor at Strategic and Entrepreneurial Department of SDA Bocconi School of Management, in Milan. She held a Ph.D. in Economics, Marketing and Communications. Her main interest, both academic and professional, relate to firm s strategic management and international competitiveness with a special focus on luxury businesses. She is the Director of SDA Bocconi MBA Full-Time, Track in Luxury Business Management in partnership with LVMH. She is faculty members of MBA, EMBA,GEMBA, MAFED, MISA and MFB at SDA Bocconi and lecturer In Business Strategy and Strategic Management for SMEs at Bocconi University. She is author of several book and articles in Italian and English including SMEs and Strategic Management (McGraw-Hill, 2012), Time to Change. Contemporary Challenges for Haute Horlogerie (with C.Ceppi) (Egea, 2010) and Challenges for Italian Boating Industry (Egea,

7 Federica Vacca PhD in Design, PostDoc Researcher at Politecnico di Milano, Design dept., where she is part of the Design and Innovation Cultures research subsection. She is member of the faculty of the School of Design/Politecnico di Milano, where she teaches in the Fashion Design Program (BA & MSc). She s faculty member in the post graduate course at the Milan Fashion Institute and other institutions of higher learning. XXII ADI Compasso d Oro Nomination - Young Design (2011), Visiting Researcher at FIT - New York (2008) and member of the Editorial Committee of the book series "Fashion in Process", Pitagora Editore, Bologna. Her research interests concern handicraft-driven creation processes for the enhancement of local culture knowledge and design-driven innovation in culture intensive industries, with a specific focus on the fashion sector. She is an expert of management of creative processes in fashion design, retail design, design experience strategies and visual merchandising. She is author of international publications and consultant in didactic and research activities for Italian and foreign institutions and

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