Fashion is a Major of the Master in Fashion & Luxury Management, that gives you a deep knowledge of the competences and knowledge needed to excel in such a thriving environment.
Fashion is one of the Master in Fashion & Luxury Management Major. Fashion shows, catwalks, models and luxury outfits. The world of fashion undoubtedly has a power to fascinate and attract superior to the one exercised by other industries. However, the exterior aspects of this world, indeed made of catwalks, magazines and outfits, are just the final output of a long process in which creative elements combine with relevant entrepreneurial and managerial skills. For a long time knowing how to create, innovate and design have been considered the essential conditions for the foundation of a successful business or product in the fashion field. Today things are different. Competition is becoming everyday stronger and more pressing; therefore, the market is now requesting adequate managerial competences combined to strong creative competencies. The model which is now emerging, inside the great international fashion companies, sees the creative director as the perfect embodiment of this double soul: on one side the creative component, as source of the business differentiation recognized and appreciated by the consumers market, on the other the managerial one, that enables to reach and maintain the competitive advantage position.
The fashion industry is a very fascinating world, characterized by extremely complex mechanisms. It is a field undergoing continuous transformations, it is dynamic, demanding and requires concrete competences. The next generation of managers of the fashion industry will have to possess a broad range of notions and information.
The Master in Fashion Management transforms the classrooms in meeting points between great professionals of this industry and students. Influent guest speakers will provide candidates with a learning outcome made by high quality professional experiences, technical notions and compelling case studies to be inspired from. Students will be shown a 360° vision of the business scene of the fashion system and all the job opportunities will be described to inspire, incentivize and direct candidates to the fashion area more suited to their inclinations and capacities.
What you will learn:
- Understand the operating mechanisms in fashion firms and in the fashion industry;
- Comprehend corporate and business strategies;
- Study how to manage the product portfolio;
- Learn how to analyse retail channels;
- Become proficient with communication and image tools and techniques;
- Discover the modern key roles operating in the fashion industry.
The Master is intended for students with any undergraduate degree and willing to develop competences in the fashion industry.
Fashion, one of the Master in Fashion & Luxury Management majors, is a one year first level Master Degree (60 ECTS). The curriculum is formed by 1500 hours (4 days per week, from 9am to 6pm), divided into core courses, individual study, laboratories, and final project work. The teaching methods are designed to support students’ professional growth, balancing managerial and creative subjects. To achieve these aims, the faculty is composed of professionals who play a crucial role in the management of fashion firms both in Italy and abroad. At the end of lectures, students will have the opportunity to start immediately practicing on future professional projects, by completing a stimulating work with the class team, in collaboration with a leading firm in the fashion industry. The curriculum is composed by core courses, specialised courses (one for each segment of the fashion industry) and laboratories.
The terms are thus divided:
Term 1 Branding
The course aims at offering a clear definition of the pivotal concepts of strategic marketing, connected with the increasingly complex dynamics of the luxury market. The various brand definition areas (mission, vision, values, positioning) will be considered as pivotal points of identification of the business and communication strategy. The participants will therefore have a complete and exhaustive view of every aspect connected to branding thus recognizing the importance of the role of communication in building the perception and reputation of the brand.
The course aims at presenting an overview of the strategic tools necessary for the correct planning of the activities and procedures inside the fashion and luxury market. Through the analysis of the strategic positioning, of the offer management and of the distribution strategy, students will be given the necessary instruments to analyse the competition, the brand positioning and the final consumer, coherently with the different business models which the companies in this field can adopt.
The course aims at offering knowledge on cost and revenue drivers that define a business model in the fashion and luxury industry. The various components of the value chain will be analysed, and the main configurations of business models of the industry will be presented.
Accounting and Performance Measurement
The course aims at giving students conceptual and methodological skills of accounting, as an instrument useful for the evaluation of both the economic and financial equilibrium of business. The lessons introduce, firstly, some basic concepts of business administration; then, they analyse contents and structures of balance sheets, with particular focus on IAS/IFRS.
- Financial decision system
- Capital Budgeting
- Investment valuation methods
- Economic capital assessment
- Financing decisions
- Capital structure and firm value
- Choosing the optimal financial structure
- Risk capital and dividend policy
- Working capital
- Financial risk management
Supporting Functions & Supporting Systems
The course explores the role and the contents of the information systems that support the various functions of a fashion and luxury company. The aim of the course is to provide students with an integrated vision of the company’s data and the systems used to collect, filter, process, create and distribute data. Technological aspects are discussed at an informative level, a major focus is given to the integration of process and consistency of data and information.
Talent Management & Organization
The course explores the most significant factors and dynamics that influence the management of resources in complex organizations operating in the fashion and luxury industry. The central objective of the course is to comprehend the strategies, policies and management techniques used by the human resource management for the organization development.
Term 2 and 3 Operations & Supply Chain Management
The sourcing strategy represents a key element for firms operating in the global market. Moreover, balancing the supply chain with the model and it’s collection periodicity frequently represents an element of success. The course aims to present the different strategies necessary to optimize the costs connected to the productive approaches and to the supply of raw materials.
- Merchandising: definition, main role and organisational aspects
- Interaction and integration with other business roles
- Collection timing
- Connection with the market
- Connection with the Financial & Administration and Advertising/Commercial areas
- Briefing and structure of the collection (size and depth)
- Pricing structure
- Effects connected with pricing
- Monitoring the sales: the importance of the sell-through
- Structure of a collection: applied example
- Merchandising role in retail strategies
- Support (efficacy, efficiency) to the management of the various operational activities
- Merchandising strategy VS store concept
- Merchandising Plan/Open to buy
- Supervision and support activity
Alternative distribution models:
- Retail (and license)
- Direct and indirect (distributors vs. agents)
- From a traditional (sell-in) management to an advanced trade marketing (sell-out)
- Sales campaign and the new role of fashion shows
- On-line & E-Commerce (the role of digital in the value chain)
Web’s evolution and revolution and its impact:
- E-commerce’s role and advantages
- The importance of the integration between different sale channels
New Reatiling formats:
- Temporary store
- Pop-up store
- Hybridization (apparel and food concept stores)
- Route to market strategy
- Roles and mapping of the principal international local distributors.
Communication & Marketing
The course takes in exam the main components of a communication plan. From classic advertising to PR & Media Relations and digital and social media campaigns. Communication plays a key role in the industry of luxury brands. Matter of fact, communication is fundamental in building the brand identity, inspiring and promoting desire among consumers. The aim of the course is to provide students with the perception of the importance of an integrated communication, necessary to completely involve the potential consumers, through the creation of contents which are relevant and coherent with the marketing strategy and the business model of each brand.
The course aims to provide students with the right legal approach to the fashion firms world. Fashion law is a specific branch of the law that consists of: intellectual property, transactions, national and international commercial agreements, criminal law, internationalization. Through a pragmatic approach, students will study the legal aspects linked with the creation, development and success of a fashion house. They will also analyze all the existing legal actions to defend creativity in all its legal aspects, through a detailed study of the actions to protect intellectual property.
The aim of the course is to focus on marketing and communication, starting from the complex historical context and moving through different scenarios and chronologies with an analytical approach. Students will have the opportunity to meet prominent figures of the industry that will discuss the organization of events in the fashion universe and will focus on the relationship between art and fashion.
At the end of lectures, students will test their preparation by carrying out an exciting group project. Under the guidance of a tutor they will tackle a real fashion case, chosen by our partners, and present their conclusions to a committee of experts.
Barbara Sveva Magnanelli, Assistant Professor
Olivia Mariotti, Olivia Mariotti & Associates
Pietro Beccari, CEO Fendi
Marco Casoni, CEO Dondup
Ferruccio Ferragamo, President Salvatore Ferragamo S.p.A.
Olivia Mariotti, LUISS Master of Fashion & Luxury Management – Fashion track Director
Matteo Marzotto, Entrepreneur and Manager
Fulvio Peppucci, General Manager – The Level Group
Luca Pirolo, Director LUISS Creative Business Center
Giacomo Santucci, Partner Kaleidos Corporate Finance
Stefano Sassi, President & CEO Valentino Fashion Group S.p.A.
Martino Scabbia Guerrini, President of Contemporary & Jeanswear Brands of VF International