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.
Case Study: BOTTEGA VENETA
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Skills You'll Learn
Strategic Management, Business Model, Luxury Goods, Brand Management
Reviews
4.7 (5,904 ratings)
- 5 stars76.94%
- 4 stars18.80%
- 3 stars3.06%
- 2 stars0.49%
- 1 star0.69%
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
Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection
Taught By
Erica Corbellini
Director
Stefania Saviolo
Director