SYLLABUS 2023/2024

30221 MANAGEMENT OF FASHION COMPANIES

Classe impartita in lingua inglese

Programs: CLEAM (6 crediti - I sem. - OP | 6 cfu - SECS-P/07), CLEF (6 crediti - I sem. - OP | 6

cfu - SECS-P/07), CLEACC (6 crediti - I sem. - OP | 6 cfu - SECS-P/07), BESS-CLES (6 crediti
- I sem. - OP | 6 cfu - SECS-P/07), BIEF (6 crediti - I sem. - OP | 6 cfu - SECS-P/07), BIEM (6
crediti - I sem. - OP | 6 cfu - SECS-P/07), BIG (6 crediti - I sem. - OP | 6 cfu - SECS-P/07),
BEMACS (6 crediti - I sem. - OP | 6 cfu - SECS-P/07), BAI (6 crediti - I sem. - OP | 6 cfu - SECS-
P/07)
Class: 32 (I sem.)
Department: Management and Technology

Course director: VITTORIA VERONESI

Classe 32

ERICA PAOLA CORBELLINI

Department of Management and Technology
Università Bocconi, Milan, Italy
erica.corbellini@sdabocconi.it

FAHIMEH KHATAMI (Teaching Assistant)

Department of Management and Technology Università Bocconi, Milan, Italy
fahimeh.khatami@unibocconi.it

Attenzione! Il programma di seguito riportato è da considerarsi valido SOLO per l'anno accademico 2023/2024.

SUGGESTED BACKGROUND KNOWLEDGE

To successfully attend the course some basic concepts on corporate and competitive strategy
(such as industry analysis, consumer segmentation, growth strategies, SWOT analysis) are
recommended.

MISSION
The fashion and luxury world (F&L) is becoming more and more relevant from the economic
point of view. It is one of the areas of Italian excellence, but is also an important sector in many
other countries. Companies are growing and new job opportunities are available for talented
young people with a managerial background. Through this course, students learn about the
main characteristics of F&L companies, get insights on the main managerial processes that are
peculiar to these industries and understand the different managerial profiles in order to be able

© Università Bocconi | Via Sarfatti 25 | 20136 Milano | Tel. 02.5836.1 Pag. 1/8
 SYLLABUS 2023/2024

to start a career in F&L. In F&L, the ability to create an emotional value for brands is a key
factor: discussing branding concepts is a take away of the course that students could
successfully apply to other industries.

COURSE CONTENT DETAILED - SCHEDULE

- BIEM cl. 32

The course provides an overview of the fashion system and an in-depth understanding of
fashion companies' strategic, organizational, and managerial characteristics, both in the high-
end and mass markets.

Course objectives can be synthesized as follows:

- To get acquainted with the concept of the fashion cycle and timing and management of trends;

- To learn about the main landmarks in the development of fashion companies and how the
greatest international designers, brands, and countries (France, Italy, US, and Asia)
influenced the current global fashion system;

-To analyze the main business logic and business models in fashion and luxury industries;

-To understand seasonal strategies at the level of product, distribution, and communication;

-To learn about the latest trends in the fashion industry: digital transformation, omnichannel, and
sustainability.

TEACHING METHODS
Selection:

Face-to-face lectures
face-to-face lectures
with use of new technology
Online lectures
synchronous
asynchronous
Guest speaker's talks (in class or in distance)
in-class
in distance
Case studies /Incidents (traditional, online)

© Università Bocconi | Via Sarfatti 25 | 20136 Milano | Tel. 02.5836.1 Pag. 2/8
 SYLLABUS 2023/2024

traditional incidents
Group assignments
project work
presentation

Some case studies are discussed during the course

The group field project, for all attending students, is presented in class and followed by a

short discussion.

Suggestions are provided to take advantage of the location in Milan, the leading fashion

center in Italy.

ASSESSMENT METHODS
Selected methods: Continuous Partial exams General exam
assessment
Written individual x
exam
(traditional/online)
Closed answers x
questions exam (e.g.:
single input, multiple
choice, select etc.)
Open and/or closed x
answers questions
exam
Group assignment x
(report, exercise,
presentation, project
work etc.)
Assessment of the x
results
achieved/outcome
Evaluation of oral x
presentation in class
(possible)

Attending students

For attending students, the final grade will be based on:

© Università Bocconi | Via Sarfatti 25 | 20136 Milano | Tel. 02.5836.1 Pag. 3/8
 SYLLABUS 2023/2024

55% written exam: composed of around 20 multiple-choice, multiple-answer, and

true/false questions.
45% group project (GP): (a team made of 5-6 people to be created on Blackboard).
Field projects’ content and methodology will be presented during an ad hoc session
(see the detailed schedule table).

Please note that the faculty reserves the right to

· Decrease by 1 to 3 points the mark of students who do not actively contribute to the group
work

· Get invalid the mark of students who do not contribute to the group project at all

We ask all the students to collaborate in creating a fulfilling studying experience by signaling
any free-riding behavior to the TA as soon as it occurs (and no later than 2 weeks before the
scheduled deadline for the gp) so as to fix any issue on the go.

In general, we advise the teams to signal free-riding behaviors when a student misses 2-3
meetings, without providing a compelling reason for that. If these circumstances occur, please
email the TA putting all the teammates in copy. The TA will reach out to the student to
understand what is going on and assess whether it is the case to consider any penalties.

Non-Attending students

For non-attending students, the final grade will only depend on the written exam, which will be
based on the Corbellini, Saviolo book “Managing fashion and luxury companies” and
the Misani, Varacca Capello book “Fashion Collections: Product Development and
Merchandising”. The written exam will be made of multiple-choice, multiple-answer, and
true/false questions.

General information

· Exams will take place in person, at Bocconi University, for students of both class 31
and 32. Only ECOL (European Common Online Learning) students are allowed to sit the
test remotely, so please arrange your flights in advance if you do not live in Milan and do not
belong to the ECOL category. No exceptions are usually granted by the University, but - in case
of doubts - please send your inquiries to the proper office via you@B diary > B in touch >
exams. Professors have no power over this matter.

© Università Bocconi | Via Sarfatti 25 | 20136 Milano | Tel. 02.5836.1 Pag. 4/8
 SYLLABUS 2023/2024

· There are no partial exams.

· The written exam is passed if the grade is sufficient (greater than or equal to 18/30).
In this case, the grade cannot be refused (i.e., you cannot retake the exam to higher your
grade).

· Guidelines for exam preparation are available on BlackBoard (BB).

· Exam dates are available on students’ you@B diary > Exam dates. Be sure to
register for the proper exam (version for attending students vs. version for non-attending
students) in advance on you@B diary > Exam dates > Registration exam sessions. As
registration is mandatory to sit the exam, students who do not enroll for the test will not
be allowed to do it.

· To pass the module, attending students must get a minimum grade of 18/30 in both
the exam and the group project. Specifically, if the exam’s grade is lower than 18, attending
students can sit the test again up until the January 2024 exam session (included), keeping the
group project’s grade. After the January 2024 exam session, all the students will be considered
non-attending students, and the group project’s grade will no longer be considered valid. Both
exchange students and free movers have to register at Bocconi’s “punto blu” for final grade
registration to access and edit the documents. The field project (instructions, group composition,
submissions, etc.) is held on BB.

TEACHING MATERIALS

- BIEM cl. 32

Attending students

Attending students must base their preparation on slides and notes taken in class.

In case you miss some classes or you want to deepen some content, you can refer to the
following texts:

· E. Corbellini, S. Saviolo (2009), “Managing Fashion and Luxury Companies”, ETAS:

Chapters and paragraphs: 1; 3 (3.5 excluded); 6; 7; 8; 9; 12; 13; 14 (chapters 2, 4, 5, 10, 11 are
excluded)

· N. Misani, P.Varacca Capello (2017), “Fashion Collections: Product Development and

Merchandising”, EGEA: Chapters 1, 2, 3, 4 (chapters 5, 6, 7 are excluded)

© Università Bocconi | Via Sarfatti 25 | 20136 Milano | Tel. 02.5836.1 Pag. 5/8
 SYLLABUS 2023/2024

Non-Attending students

E. Corbellini, S. Saviolo (2009), “Managing Fashion and Luxury Companies”, ETAS.

The whole book has to be studied.
N. Misani, P.Varacca Capello (2017), “Fashion Collections: Product Development and
Merchandising”, EGEA. The whole book has to be studied.

Books can be purchased at Egea Bookshop (https://www.egeaonline.it/eng/; physical store

located close to Bocconi University, in Viale Bligny, 22).

Handouts and cases discussed in class will be available on the course webpage
(http://www.unibocconi.it>quick links> BlackBoard).

HONOR CODE
Bocconi University conceives of education as an ongoing process that stretches across a
person’s entire professional life. The University hopes that the entire Bocconi community will
respect the values of fairness and correctness associated with it, values which inspire and guide
the conduct of all community members as they pursue common objectives and a shared
mission. Bocconi University is also committed to building a truly inclusive climate based on
diversity. With the collaboration of faculty and students, it aims to ensure a safe learning
environment free from any form of discrimination based on race, religion, gender, geography,
age, disability or sexual orientation, in which there is room for a diversity of approaches and
where discussions are always conducted in a respectful manner. The Bocconi University Honor
Code is published on the website at http://www.unibocconi.eu/honorcode, we encourage all
students to read it.

COURSE ETIQUETTE

General information

· Exams will take place in person, at Bocconi University, for students of both classes
31 and 32. Only ECOL (European Common Online Learning) students are allowed to sit the
test remotely, so please arrange your flights in advance if you do not live in Milan and do not
belong to the ECOL category. No exceptions are usually granted by the University, but - in case
of doubts - please send your inquiries to the proper office via you@B diary > B in touch >
exams. Professors have no power over this matter.

© Università Bocconi | Via Sarfatti 25 | 20136 Milano | Tel. 02.5836.1 Pag. 6/8
 SYLLABUS 2023/2024

· There are no partial exams.

· The written exam is passed if the grade is sufficient (greater than or equal to 18/30).
In this case, the grade cannot be refused (i.e., you cannot retake the exam to higher your
grade).

· Guidelines for exam preparation are available on BlackBoard (BB).

· Exam dates are available on students’ you@B diary > Exam dates. Be sure to
register for the proper exam (version for attending students vs. version for non-attending
students) in advance on you@B diary > Exam dates > Registration exam sessions. As
registration is mandatory to sit the exam, students who do not enroll for the test will not
be allowed to do it.

· To pass the module, attending students must get a minimum grade of 18/30 in both
the exam and the group project. Specifically, if the exam’s grade is lower than 18, attending
students can sit the test again up until the January 2024 exam session (included), keeping the
group project’s grade. After the January 2024 exam session, all the students will be considered
non-attending students, and the group project’s grade will no longer be considered valid. Both
exchange students and free movers have to register at Bocconi’s “punto blu” for final grade
registration to access and edit the documents. The field project (instructions, group composition,
submissions, etc.) is held on BB.

Office hours

By appointment only. Please email professors to schedule a meeting if interested.

Segreteria (University Secretary) - Department of Management, Via Roentgen, 1 Tel.

02.5836.2533-2579

email: dip.mnt@unibocconi.it

Honor Code

Bocconi University conceives of education as an ongoing process that stretches across a

person’s entire professional life. The University hopes that the entire Bocconi community will
respect the values of fairness and correctness associated with it, values that inspire and guide
the conduct of all community members as they pursue common objectives and a shared
mission. The Bocconi University Honor Code is published at

© Università Bocconi | Via Sarfatti 25 | 20136 Milano | Tel. 02.5836.1 Pag. 7/8
 SYLLABUS 2023/2024

http://www.unibocconi.eu/honorcode. We encourage all students to read it.

Aggiornato al 27/07/2023 12:59

© Università Bocconi | Via Sarfatti 25 | 20136 Milano | Tel. 02.5836.1 Pag. 8/8

Powered by TCPDF (www.tcpdf.org)