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.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

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.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Approx. 12 hours to complete

English

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

Try Coursera for Business

Instructors

Instructor rating

4.54/5 (1,326 Ratings)

Erica Corbellini

Director

MAFED - Master in Fashion, Experience and Design Management

236,345 Learners

1 Course

Stefania Saviolo

Director

Luxury & Fashion Knowledge Center - SDA Bocconi

236,345 Learners

1 Course

Syllabus - What you will learn from this course

Content Rating98%(27,008 ratings)

Week1

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?10m2. New Trends6m3. The Dream Factor and Media System4m4. What Is Luxury?6m5. Luxury as a Product4m6. Luxury as a Business3m7. Luxury as a Culture4m8. Luxury as a Customer3m9. What Is Luxury Not?4m10. Fashion, Luxury, and Millennials: Interviews (Additional Material)5m

8 readings

Above and Beyond the Course10mSurviving the Course10mAbout Professors10mAdditional Readings & Material10mCoffee with a Fashion Expert10mCareers in Fashion and Luxury Companies10mBest Practices in Fashion and Luxury Companies10mSlides and Pinterest10m

Week2

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

Introduction1mFashion Market Segmentation10mBusiness Models Framework5mBusiness Models in the Market5mLuxury Brands6mLuxury Conglomerates4mPremium Brands5mDesigner Brands6mVertical Retailers - Mass or Fast8mInterview with Moncler10mLicensing21mInterview with Rainbow3mTextile Industry3mIngredient Brands3mInterview with Albini16mInterview with Vitale Barberis Canonico11m

1 reading

Slides and Pinterest10m

Week3

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

Week4

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

Week5

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

Week6

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

1326 reviews

5 stars
76.95%
4 stars
18.80%
3 stars
3.09%
2 stars
0.46%
1 star
0.68%

TOP REVIEWS FROM MANAGEMENT OF FASHION AND LUXURY COMPANIES

by VKJan 30, 2020

It's a great course for those who'd like to understand the the way fashion industry is organized; what's the key factors in marketing of fashion and luxury brands; what's important in communication.

by KMJun 8, 2020

I learned too much in this course ...

unfortunately it did not seem pleasant to pay for the certificate and having to download it when I thought it would be sent to my house ...

anyway THANK YOU

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.

by NAJun 16, 2020

it has broadened my understanding of fashion and retail industry. It also provoked me to do a lot of online researches by giving me a lot of ways to find answers about fashion, style, and luxury.

View all reviews

Frequently Asked Questions

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.
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.

More questions? Visit the Learner Help Center.

Management of Fashion and Luxury Companies