Managing Fashion and Luxury Companies

303 Pages·2009·7.825 MB·English

by  Erica Corbellini and Stefania Saviolo

The system of fashion and luxury goods found fertile ground in the Italian and international spheres
from the late 1970s to the 1980s. Today, however, these favourable conditions no longer exist. First,
fashion and luxury are not one single concept anymore. Instead, companies have to manage a variety of
fashions and luxuries, given to the ever-expanding yet simultaneously greater segmentation of markets.
A new world requires a fresh, more sophisticated way of approaching these industries. Strategies once
based on a single product and a single brand for a single consumer today must be able to segment their
offering through a differentiated value proposition for different segments on diverse markets in terms of
product, retail, communication, and service. From this perspective, the book intends to serve as a
handbook for managing key business processes at fashion and luxury companies in a context
undergoing a radical evolution; providing substantiation through a variety of real-life examples
stemming from 15 years of experiences of the authors.
The book also adopts a European perspective, considering the case of medium sized firms, managed by
an entrepreneur or a family, willing to improve their management skills.
Erica Corbellini is Professor of Management in Fashion and Luxury Companies at Bocconi University
and School of Management (SDA), where she is a faculty member of the Master in Fashion, Experience
& Design Management (MAFED). Her areas of expertise include communication and customer service
for prestige brands.
Stefania Saviolo is Professor of Management in Fashion and Luxury Companies at Bocconi University
and School of Management (SDA), where she is the Director of the Master in Fashion, Experience &
Design Management (MAFED). She has taught at different international Business Schools. Her areas of
expertise include brand management and international business.

ERICA CORBELLINI
STEFANIA SAVIOLO
Managing Fashion
and Luxury Companies
Traduzione dall’italiano di Jill Marie Connelly
Redazione di Fabio Ceresoli
Fotocomposizione: Nuova MCS - Firenze
ISBN 978-88-58-67436-9
Copyright © 2009 RCS Libri S.p.A.
Prima edizione digitale 2014 da edizione Rizzoli ETAS: luglio 2012
www.etaslab.it
Quest’opera è protetta dalla Legge sul diritto d’autore.
È vietata ogni duplicazione, anche parziale, non autorizzata.
From Erica to Tancredi and Zoe
From Stefania to Isa and Giorgio
CONTENTS
Foreword by Renzo Rosso (President and Founder of Diesel)
Foreword by Federico Marchetti (Founder and CEO of YOOX Group)
Introduction