PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

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PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING Professor Elena Cedrola elena.cedrola@unimc.it http://docenti.unimc.it/docenti/elena-cedrola INTERNATIONAL MARKETING (B - international fashion marketing) 2018-2019 27/08/2019 PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING Case studies Armani Chanel Ferragamo Gucci H&M Hermès Louis Vuitton Prada Versace Yves Saint Laurent Tod’s Group Only the Brave Group 27/08/2019 PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING Points Description of the company General characteristics of the company (# of stores, # of employees, # of countries entered, sales volume in domestic market and international market, sales growth, financial performance, etc.) Company History Brand portfolio including target market, sales volume, etc. per brand 27/08/2019 PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING Points Analyze the case by the elements that characterize the brand/company’s success. Examples Business model Marketing mix (4P’s) Best practices and success points Internationalization strategies etc. 27/08/2019 PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING Points Customers Market segments   Innovation products production processes business practices forms of organization 27/08/2019 PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING Points Conclusions Opportunities that the brand/company have for future growth Challenges that the brand/company encounter for future growth Suggestion and future direction 27/08/2019 PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

Presentation (evaluation 0-31) PPT file All the components of the group must present (share the contents) Elements evaluated: Content (24) General characteristics of the company (2) Company History (4) Brand portfolio (4) Elements that characterize the brand/company’s success. Examples Business model - Marketing mix (4P’s) - Best practices - Internationalization strategies - Success points - Competitive advantage, etc. (6) Innovation (products - production processes - business practices - forms of organization) (4) Conclusions: Opportunities that the brand/company have for future growth - Challenges that the brand/company encounter for future growth - Suggestion and future direction (4) Effectiveness of the ppt (4) Effectiveness of the oral presentation (3) 27/08/2019 PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

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