1. Copyright SDA Bocconi 2009 1 Doing Business in Italy (Luxury, Fashion & Design) B86.3111.0A, March 15 th -20 st, 2009 Copyright SDA Bocconi 2008

2. Copyright SDA Bocconi 2009 2 Arrival: Milan, Italy Time 9:30 – 15:00 Individual Arrival to Hotel D'Este (V.le Bligny 23) Milan, Italy Hotel Check-in available starting at 9:30 a.m. Sunday, March 15 Details 16:15 – 19:15Guided City Tour of Milan (optional) 15:30 – 16:15Orientation (mandatory) Stefania Saviolo: introduction to the course contents and students’ learning goals

3. Copyright SDA Bocconi 2009 3 Day 1: Monday, March 16 th “Fashion and Luxury Defined” Time Lecturer 9:00 – 9:15 10:30- 11:00 11:00- 12:30 Welcome by SDA Bocconi management The global fashion and luxury industries Coffee-break Lecture Introduction to “Bocconi System” Key themes covered 9:15 – 10:30Bain & Company 16:15 – 17:30 14:30 – 16:00 16:00- 16:15Coffee-break Luxury, extra-luxury and masstige E. Corbellini S. Saviolo Analysis of the innovative segmentation of the luxury market and the trade off between accessibility and exclusivity Introduction to the industries in terms of key markets and actors, value drivers 18:00Aperitivo with SDA Bocconi MBA and MAFED students (optional) at cafeteria The luxury and fashion experience in Milan Briefing for the self administered retail survey E. Corbellini The retail survey aims at offering participants a real retail experience of luxury and high fashion in Milan. Participants will be asked to visit stores collecting some evidence and personal perceptions about the positioning of major luxury and fashion brands. They have to prepare a report. S. Saviolo The Italian model: past, present and future of the Italian “Altagamma” The role of Made in Italy in the global scenario. The concept of Altagamma

4. Copyright SDA Bocconi 2009 4 Day 2: Tuesday, March 17 th “Experiencing Made in Italy. Moreschi luxury shoemaking in Vigevano” 7:30 8:30 – 11:00 11:30 Departure from SDA Bocconi (via Bocconi, 8) Moreschi factory in Vigevano; the production process from design to packaging Departure for Milan 12:30- 14:00Lunch break Time Lecturer Lecture Key themes covered E. Marafioti Moreschi (www.moreschishoes.com) is one of Italy's premier luxury shoe manufacturers, with stores throughout the world. Moreschi flagship in NY is at 515 Madison Ave. All processes, from the design to cutting and sewing of leather components to packaging and shipping, take place within the company in Vigevano.www.moreschishoes.com 16:00 – 18:00 For guidelines refer to the Retail Luxury Experience check list. Self administered retail survey

5. Copyright SDA Bocconi 2009 5 Day 3: Wednesday, March 18 th “Luxury Brand Management” in several industries Time Lecturer Luxury and beauty: L’ Oreal Case Coffee-break Lecture Key themes covered 9:00 – 10.30 10:30- 11:00 11:00- 12:30 F. Leclerc - Global Innovation Team Prestige Collection, L’Oreal Group - Paris A best case in the luxury segment of the beauty industry 14:00 – 15:30 L. Carcano 12:30- 14:00Lunch break Antonio Burrello, Marketing Director Ermenegildo Zegna - Milan Luxury menswear: the Zegna brand from tradition to vertical integration A best case in the luxury segment of the fashion industry “Hard luxury”: jewels and watches. Major trends and cases An in depth analysis of the traditional and timeless categories of luxury

6. Copyright SDA Bocconi 2009 6 Time Lecturer Lecture Key themes covered 9:00 – 10:30 10:30- 11:00 11:00- 12:30 Coffee-break The luxury and fashion experience in Milan. Discussion of the self administered retail survey E. Corbellini S. Saviolo Results of the retail experience in Milan will be discussed in class with the support of Bocconi professor. 20:00Closing Gala Dinner at Bocconi Palace Next Luxury: the future of global luxury S. Saviolo 12:30- 14:00Lunch break 14:15 – 15:45 Day 4: Thursday, March 19 th “Luxury brand management and Next Luxury” S. Saviolo Managing the luxury brand Managing the luxury brand positioning. Stylistic identity, retail identity and communication identity. Discussion about k ey issues in luxury brand management: exclusivity versus diffusion, local versus global, conceptual leadership versus sales. Wrap up

7. Copyright SDA Bocconi 2009 7 Departure: Return to New York Time Morning Hotel Check-out by 12:00 p.m. Friday, March 20 AfternoonIndividual Return to New York