Informações sobre o curso

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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.

Resultados de carreira do aprendiz

50%

comecei uma nova carreira após concluir estes cursos

45%

consegui um benefício significativo de carreira com este curso

Certificados compartilháveis

Tenha o certificado após a conclusão

100% on-line

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 11 horas para completar

Inglês

Legendas: Inglês, Persa

Habilidades que você terá

Strategic ManagementBusiness ModelLuxury GoodsBrand Management

Resultados de carreira do aprendiz

50%

comecei uma nova carreira após concluir estes cursos

45%

consegui um benefício significativo de carreira com este curso

Certificados compartilháveis

Tenha o certificado após a conclusão

100% on-line

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 11 horas para completar

Inglês

Legendas: Inglês, Persa

Programa - O que você aprenderá com este curso

Classificação do conteúdo98%(18,145 classificações)

Semana

1

Semana 1

3 horas para concluir

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 horas para concluir

10 vídeos (Total 55 mín.), 8 leituras

10 videos

1. What Is Fashion?10min

2. New Trends6min

3. The Dream Factor and Media System4min

4. What Is Luxury?6min

5. Luxury as a Product4min

6. Luxury as a Business3min

7. Luxury as a Culture4min

8. Luxury as a Customer3min

9. What Is Luxury Not?4min

10. Fashion, Luxury, and Millennials: Interviews (Additional Material)5min

8 leituras

Above and Beyond the Course10min

Surviving the Course10min

About Professors10min

Additional Readings & Material10min

Coffee with a Fashion Expert10min

Careers in Fashion and Luxury Companies10min

Best Practices in Fashion and Luxury Companies10min

Slides and Pinterest10min

Semana

2

Semana 2

2 horas para concluir

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

2 horas para concluir

16 vídeos (Total 125 mín.), 1 leitura

16 videos

Introduction1min

Fashion Market Segmentation10min

Business Models Framework5min

Business Models in the Market5min

Luxury Brands6min

Luxury Conglomerates4min

Premium Brands5min

Designer Brands6min

Vertical Retailers - Mass or Fast8min

Interview with Moncler10min

Licensing21min

Interview with Rainbow3min

Textile Industry3min

Ingredient Brands3min

Interview with Albini16min

Interview with Vitale Barberis Canonico11min

1 leituras

Slides and Pinterest10min

Semana

3

Semana 3

2 horas para concluir

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 horas para concluir

8 vídeos (Total 50 mín.), 2 leituras, 1 teste

8 videos

Complexity in Fashion Products Development6min

The Concept of Stylistic Identity5min

How to Develop a Collection7min

Brand Identity7min

Case Study: Woolmark2min

Interview: Landor and Associates8min

Case Study: DSQUARED27min

Case Study: BOTTEGA VENETA3min

2 leituras

Slides and Pinterest10min

About Quizzes - Read carefully10min

1 exercício prático

Modules 1-340min

Semana

4

Semana 4

2 horas para concluir

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

2 horas para concluir

7 vídeos (Total 100 mín.), 3 leituras

7 videos

Key Characteristics of Fashion Communication12min

How to Build a Strong Communication Identity12min

Masstige19min

The Digital Challenge4min

Round Table with International Bocconi Students18min

Interview with Tomaso Galli18min

Interview with Attila & Co.14min

3 leituras

Slides and Pinterest10min

Additional Material10min

How is 3D printing changing fashion?10min

Semana

5

Semana 5

2 horas para concluir

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 horas para concluir

10 vídeos (Total 41 mín.), 2 leituras, 1 teste

10 videos

Introduction1min

Defining Retail3min

Retail Trends and Formats4min

Retail Channels5min

Retail Management3min

Retail Identity3min

Customer Experience2min

E-commerce6min

Case Study: DSQUARED24min

Interview with Vente-Privee4min

2 leituras

Slides and Pinterest10min

Join he Discussion On Showrooming / Webrooming10min

1 exercício prático

Module 4 & 530min

Semana

6

Semana 6

1 hora para concluir

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 hora para concluir

1 leitura

1 leituras

Annual Reports10min

1 exercício prático

Final Test20min

Perguntas Frequentes – FAQ

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.
What is the refund policy?

You will be eligible for a full refund until two weeks after your payment date, or (for courses that have just launched) until two weeks after the first session of the course begins, whichever is later. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the two-week refund period. See our full refund policy.
Is financial aid available?

Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You’ll be prompted to complete an application and will be notified if you are approved. Learn more.

Mais dúvidas? Visite o Central de Ajuda ao Aprendiz.

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