Coursera 笔记

Università Bocconi

Management of Fashion and Luxury Companies

时尚与奢侈品企业管理

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Module 01

What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics

17 / 18 篇
  1. 01Above and Beyond the Course
  2. 02Surviving the Course课程生存指南
  3. 03About Professors关于教授
  4. 04Additional Readings & Material附加材料
  5. 05Coffee with a Fashion Expert与时尚专家共品咖啡
  6. 06Careers in Fashion and Luxury Companies时尚与奢侈品行业的职业
  7. 07Best Practices in Fashion and Luxury Companies时尚与奢侈品企业的最佳实践
  8. 08Slides and Pinterest幻灯片与 Pinterest
  9. 091. What Is Fashion?时尚的意义：一场来自博科尼大学的探索
  10. 102. New Trends时尚与潮流：趋势的诞生、演化与消逝
  11. 113. The Dream Factor and Media System时尚的“梦幻因子”：品牌如何贩卖情感与身份
  12. 124. What Is Luxury?第一讲：奢侈的本质 —— 光芒与过度之间
  13. 135. Luxury as a Product第二讲：作为“产品”的奢侈 —— 从耐用品到体验经济
  14. 146. Luxury as a Business第三讲：奢侈的商业逻辑 —— 工艺、价值与永恒
  15. 157. Luxury as a Culture奢侈与文化 —— 法意两种奢侈精神的对照
  16. 168. Luxury as a Customer第五讲：奢侈品消费者 —— 谁在购买奢侈？
  17. 179. What Is Luxury Not?第六讲：奢侈的界定 —— “奢侈不是什么”
  18. 1810. Fashion, Luxury, and Millennials: Interviews (Additional Material)第七讲：千禧一代眼中的时尚与奢侈
Module 02

The Evolution of Business Models: From Designers to Fast Fashion Retailers

16 / 17 篇
  1. 01Slides and Pinterest幻灯片与 Pinterest
  2. 02Introduction本周主题：商业模式探讨
  3. 03Fashion Market Segmentation时尚与奢侈品牌市场细分
  4. 04Business Models Framework什么是商业模式？
  5. 05Business Models in the Market市场中不同商业模式的定位
  6. 06Luxury Brands奢侈品牌的商业模式
  7. 07Luxury Conglomerates奢侈品集团的崛起与治理结构
  8. 08Premium Brands当今的商业模式与市场动态
  9. 09Designer Brands时尚设计品牌的商业模式与演变
  10. 10Vertical Retailers - Mass or Fast垂直零售商的商业模式与成功要素
  11. 11Interview with MonclerMoncler的成功故事与商业模式
  12. 12Licensing商业模式的扩展与成功要素
  13. 13Interview with RainbowRainbow 与授权合作的深入探讨
  14. 14Textile Industry纺织企业商业模式分析
  15. 15Ingredient Brands
  16. 16Interview with AlbiniSilvio Beanie 采访：提升纺织品价值感知的策略
  17. 17Interview with Vitale Barberis CanonicoFrancesco Barberis Canonico 采访：传承与创新中的经典面料
Module 03

Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection

12 / 13 篇
  1. 01Slides and Pinterest幻灯片与 Pinterest
  2. 02Complexity in Fashion Products Development时尚产品开发探索
  3. 03The Concept of Stylistic Identity时尚品牌的风格身份与标志性产品
  4. 04How to Develop a Collection季节性系列的开发与流程分析
  5. 05Brand Identity品牌策略与产品战略的关系探讨
  6. 06Case Study: Woolmark权威品牌与生活方式品牌案例分析
  7. 07Interview: Landor and Associates生活方式品牌与时尚奢侈品牌的深度探讨
  8. 08Case Study: DSQUARED2Dsquared2与Bottega Veneta：时尚品牌的风格身份探索
  9. 09Case Study: BOTTEGA VENETABottega Veneta：奢华品牌的精髓与风格身份
  10. 10About Quizzes - Read carefully
  11. 11What do you take home tonight?今晚你带走了什么？
  12. 12Graded Assignment: Modules 1-3评分作业：模块 1–3
  13. 13Which is the most iconic product?哪个是最具标志性的产品？
Module 04

Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands

12 篇
  1. 01Slides and Pinterest幻灯片与 Pinterest
  2. 02Additional Material附加材料
  3. 03Key Characteristics of Fashion Communication时尚传播的关键特点
  4. 04How to Build a Strong Communication Identity构建强大的传播身份
  5. 05Masstige时尚产业可以给其他行业的启示
  6. 06The Digital Challenge时尚品牌的数字化转型与客户互动
  7. 07Round Table with International Bocconi Students数字化转型与时尚行业的未来
  8. 08Interview with Tomaso Galli时尚与奢侈品行业的传播策略
  9. 09Interview with Attila & Co.奢侈品行业传播的挑战与机遇
  10. 10About Transmedia Storytelling跨媒体叙事
  11. 11How is 3D printing changing fashion?3D 打印如何改变时尚？
  12. 12What communication codes do we share?我们共享哪些交流代码？
Module 05

Retail Identity and Retail Management: the Customer’s Experience Within a Mix of Channels. The Future of Fashion E-tailing.

14 篇
  1. 01Slides and Pinterest幻灯片与 Pinterest
  2. 02Introduction零售周模块介绍：时尚与奢侈品牌的分销策略
  3. 03Defining Retail零售与分销管理：时尚与奢侈品牌的渠道策略
  4. 04Retail Trends and Formats时尚与奢侈品牌的分销与零售趋势：过去十年的变革
  5. 05Retail Channels零售与分销渠道：时尚与奢侈品牌的策略与格式
  6. 06Retail Management零售管理：奢侈与时尚品牌的成功要素
  7. 07Retail Identity打造零售识别：在零售空间中传递品牌基因
  8. 08Customer Experience零售管理热点：打造卓越的顾客体验
  9. 09E-commerce数字时尚的世界：奢侈品牌的电商之路
  10. 10Case Study: DSQUARED2Dsquared² 旗舰店与品牌体验空间解析
  11. 11Interview with Vente-PriveeVente-Privee：线上渠道的演变与品牌建设
  12. 12Join he Discussion On Showrooming / Webrooming加入讨论：店内体验/网络体验
  13. 13What is your preferred online multi-brand store?你更喜欢哪个在线多品牌商店？
  14. 14Module 4 & 5模块 4 与 5
Module 06

FINAL TEST

1 / 2 篇
  1. 01Annual Reports
  2. 02Module 6 FINAL TEST期末测试
Module 07

**Management of Fashion and Luxury Companies** **时尚与奢侈品公司管理**

4 篇
  1. 01Ready, steady, go!预备，稳住，出发！
  2. 02What is Fashion for you?时尚对你来说是什么？
  3. 03What is Luxury for you?奢侈对你来说是什么？
  4. 04What's trendy in your city?你所在的城市有什么潮流？