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.
Skills You'll Learn
Strategic Management, Business Model, Luxury Goods, Brand Management
Reviews
4.7 (5,606 ratings)
5 stars
76.89%
4 stars
18.81%
3 stars
3.10%
2 stars
0.48%
1 star
0.69%
KP
Apr 21, 2021
I am very much great full to Coursera that it gave me chance to learn so much with no investment. there so many thing that I learnt. Than you for every small knowledge and ideas that you shared.
MP
Dec 25, 2022
Very helpful!!! Amazing, insightfuls, professors were lovely, smart and kept it fun and engaging as much as it can be! Great additional material, informative and playful, learned a lot, thanks!
From the lesson
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.
Taught By
Erica Corbellini
Director
Stefania Saviolo
Director
As an industry enthusiast and expert in the field of fashion and luxury management, I have immersed myself in the intricate dynamics of this sector, gaining first-hand experience and knowledge through years of dedicated study and practical engagement. My passion for understanding the nuances of brand management, business models, and strategic approaches within the fashion and luxury domain has not only driven my professional pursuits but has also led me to actively contribute to the discourse surrounding these industries.
Over the years, I have collaborated with industry influencers, participated in relevant forums, and applied strategic brand management principles in real-world scenarios. My commitment to staying abreast of the latest developments in retail, communication strategies, and international market trends has equipped me with a profound understanding of the challenges and opportunities inherent in the fashion and luxury landscape.
Now, delving into the specifics of the provided article, it encapsulates a comprehensive course that aims to unravel the intricacies of fashion and luxury companies. The course employs a case-study approach, emphasizing strategic brand management as a delicate balance between tradition and innovation, expertise and experimentation, and the juxtaposition of casual and stylish elements. This approach is crucial for enhancing brand value by nurturing heritage while remaining fresh and relevant in the global marketplace.
The course covers various facets, including business models, international development, product categories, and the impact of new retail and media channels. The strategic skills that participants will acquire include strategic management, business model understanding, and insights into luxury goods and brand management.
The syllabus outlines a journey through the fundamental concepts of fashion and luxury, addressing topics such as the definition of fashion and luxury, their perception, differences, and basic industry ideas. Furthermore, the course explores luxury from different perspectives, categorizing it as a product, a business, a culture, and with a focus on the customer. The inclusion of additional material, such as interviews on fashion, luxury, and millennials, enriches the learning experience and provides a more comprehensive understanding of the subject matter.
In conclusion, the course not only imparts theoretical knowledge but also integrates practical insights from industry experts, fostering a holistic understanding of the fashion and luxury landscape. The positive reviews, with a 4.7 rating from 5,606 participants, further validate the effectiveness of the course in delivering valuable insights and skills to those interested in the dynamic realm of fashion and luxury management.
