90983 - Strategic Management for the Fashion System

Learning outcomes

At the end of the course, the student is expected to acquire the concepts and is familiar with the techniques related to the strategic management. In particular, the course has three main objectives: 1) to allow the student to gain an understanding of the appropriate conceptual tools, available to managers, to analyze the industry structure and to operate in the markets; 2) to allow the students to understand how to create value for the market and for the company; 3) to introduce the characteristics of the fashion system and the basic management issues for fashion companies.

Course contents

The emphasis in this course is on understanding and synthesizing key concepts and techniques from the strategic management, with some specific hints to the fashion system. In particular, the course contents are the following:

- Definition of strategy

- Definitions of fashion and luxury

- Customer value proposition for the fashion companies

- Industry analysis

- Firm resources and capabilities. The role of brand for fashion companies.

- Sources of competitive advantage

- Industry and customer segmentation (applied to the fashion context)

- Diversification strategy and brand extension

Readings/Bibliography

R.M. Grant “Contemporary Strategy Analysis”, 8th edition, Wiley. Chapters: 1, 3, 5, 7, 13.

E. Corbellini and S. Saviolo, “Managing Fashion and Luxury Companies”, 2012, Rizzoli Etas. Chapters: 1, 2, 6, 7, 8, 14.

Teaching methods

Lectures, discussions of case studies and other materials. Students are asked to partecipate in group works.

Assessment methods

Written exam with open ended questions.

Office hours

See the website of Mariachiara Colucci