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Бакалавриат 2020/2021

Управление компаниями в сфере моды и роскоши

Статус: Курс по выбору (Маркетинг и рыночная аналитика)
Направление: 38.03.02. Менеджмент
Когда читается: 4-й курс, 2 модуль
Формат изучения: с онлайн-курсом
Язык: английский
Кредиты: 3

Course Syllabus

Abstract

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.
Learning Objectives

Learning Objectives

  • Give an overview of how fashion and luxury companies work
  • Introduce an understanding of fashion brands, products, retail, and communication strategies
  • Provide insights about the international fashion industry with the help of influent experts
Expected Learning Outcomes

Expected Learning Outcomes

  • To understand the definition of luxury and its specifics
  • To know the difference between business models in the fashion industry
  • To understand the basics of the product development process in a fashion
  • Identify communication techniques for a fashion brand
  • Develop a communication strategy in different digital channels
  • To know retail strategies on the fashion market
Course Contents

Course Contents

  • What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics
    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
  • 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 into this industry.
  • Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection
    The main topics here will be the complexity of product development, brand identity, stylistic identity, and the development of the collection.
  • Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands
    Here we will cover another very crucial topic: Communication. Communication per se is an extremely rich and broad topic and the fashion and luxury industry requires a specific and dedicated chapter as it encompasses unique aspects that need to be correctly addressed and understood.
  • 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 a retail strategy. Traditional distribution channels evolve while new channels enrich the scenario
Assessment Elements

Assessment Elements

  • non-blocking Online test: Boundaries of Luxury
  • non-blocking Online test: Fashion market business models
  • non-blocking Online test: Fashion product development
  • non-blocking Online test: Creating contents for fashion and luxury Brands
  • non-blocking Online test: Retail strategies in fashion market
  • blocking Final exam
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.4 * Final exam + 0.12 * Online test: Boundaries of Luxury + 0.12 * Online test: Creating contents for fashion and luxury Brands + 0.12 * Online test: Fashion market business models + 0.12 * Online test: Fashion product development + 0.12 * Online test: Retail strategies in fashion market
Bibliography

Bibliography

Recommended Core Bibliography

  • Breward, C. (2003). Fashion. Oxford: OUP Oxford. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=811690
  • Davis, F. (1992). Fashion, Culture, and Identity. Chicago: University of Chicago Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2097873
  • Global production chains in the fast fashion sector, transports and logistics: the case of the Spanish retailer Inditex. (2014). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.202F01CA
  • Lea-Greenwood, G. (2013). Fashion Marketing Communications. West Sussex: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=490577
  • Posner, H. (2015). Marketing Fashion : Strategy, Branding and Promotion: Vol. Second edition. Laurence King Publishing.

Recommended Additional Bibliography

  • Andreini D., Bettinelli C. Business Model Innovation: From Systematic Literature Review to Future Research Directions. - Springer International Publishing AG, 2017. - ЭБС Springer Books.
  • Business Model Canvas Fashion Busana Muslim Di Jakarta. (2019). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.E555DAC1
  • Rocamora, A. (2017). Mediatization and Digital Media in the Field of Fashion. Fashion Theory: The Journal of Dress, Body & Culture, 21(5), 505–522. https://doi.org/10.1080/1362704X.2016.1173349
  • Youn-Kyung Kim, & Pauline Sullivan. (2019). Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and Textiles, (1), 1. https://doi.org/10.1186/s40691-018-0164-y