Interview with Rainbow

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From the course by Università Bocconi

Management of Fashion and Luxury Companies

1608 ratings

Università Bocconi

Management of Fashion and Luxury Companies

1608 ratings

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.

From the lesson

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

This second week will be significantly denser and more time consuming than the first one. The topic is that of Business Models in Fashion and Luxury, and will give you a lot of important insights on this industry.

Interview with Moncler10:26

Interview with Rainbow3:45

Textile Industry3:59

Ingredient Brands3:41

Interview with Albini16:36

Interview with Vitale Barberis Canonico11:12

Meet the Instructors

Erica Corbellini
Director
MAFED - Master in Fashion, Experience and Design Management
Stefania Saviolo
Director
Luxury & Fashion Knowledge Center - SDA Bocconi

We are here with a Rainbow that is guest to this lecture, and

we're going to talk about licensing.

Rainbow is a great Italian company in

character with a famous asset that is Winx.

And we are here with Lorraina and

Alessandra that are in charge of marketing and product development, and

we are going to ask them something about how they manage licensing.

so, Alessandra, how does licensing project work with characters?

What is important in your daily job?

>> Rainbow as a licensor provided to our international licenses, is the character

and the style guide we give them a comprehensive style guide made by

fashion style guide, in order for them to develop a product collection.

For us, it's really important to promote our identity and the Winx Club

DNA through our creative asset in order to control the product development worldwide.

>> And at your work goes through, many product categories, right?

And fashion has a main importance for character.

>> Absolutely.

>> Why? >> Absolutely.

Fashion for us is really, really important, because the Winx Club for

instance our main property value is fashion.

So, for these, in order to come out with a beautiful and really exciting and

appealing product, we provide it to our licensing, different assets made by icons,

background, images, that can be perfect for the product application.

>> And Lorena, what is the job of the marketing manager, then?

Well, how would you support the licensing project in fashion, or

in any other product categories?

>> Rainbow as a licensor will, needs to work on a global marketing strategy in

order to first of all the brand awareness, and since Winx Club has a lot values.

We work really on a marketing strategy to strength and

let all target understand which are the values, and the strength on the brand.

And at the same time, we work side by side with all our licensees in order to support

them with the launch of their collection, working really close to

them to to launch in the proper way the collection that

needs to respect the values on the brand itself.

So, this could be global events that could be

retail action both for trade and consumers.

So, according their needs, we really work together to find the most

suitable strategy that could help of the, of the products.

>> So, at the end of the day, license the key sets of factors for

licensing are in the concept of partnership, right?

>> Exactly, exactly.

This is, this is really our key work, so, our our clients which

are the licensees are first of all partners, so that's why we decide.

The beginning with the brand department, how the collection needs to be developed.

And at the same time with the marketing department,

we decide together how this collection needs to be launched.

>> Thank you very much for being here with us.

And good luck with the Winx.

>> Thank you.

>> Thank you.

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