No prerequisite is required for course attendance.
Students are reminded that all lessons are taught is English.

Internationalization is critical for any business, and especially so for global by- nature fashion brands. Of the many industry sectors, fashion is probably one of the most active in terms of internationalization. Compared with other industry sectors, it is generally easier for fashion brands to enter international markets because little financial investment is required, small- scale retail space is possible, and economies of scale can be maximized. Moreover, widespread supplier networks and supply chains strengthen the fashion industry's advantage in internationalization.
The course aims to analise the internationalization of fashion brands, with a focus on branding, communication and innovation (product and process).
At the end of the course the student will be able to understand the international strategies of fashion brands and suggest improvements in the fields of innovation (product and process), communication and branding strategy.

Overview of fashion brand Internationalization: theories and trends.
- Characteristics of the fashion industry and its products
- The nature of fashion brand internationalization
- Internationalization models
- Choice of entry mode
- New trends in fashion brand internationalization
Product and process innovation in the fashion industry
- Innovation in materials: the new frontiers of the textile sector
- Innovation in style
- Innovation in product development
- Innovation in organization end production
- Innovation in distribution and retailing
Brands as core assets: trends and challenges of branding in fashion business
- Concepts and classification of brands
- Fashion brand development and management
- Fashion brand communication
- Challenges and issues in luxury fashion branding

• 1.  (A) Jin B. - Cedrola E. Fashion Brand Internationalization Palgrave Macmillan, New York, 2016 » Pagine/Capitoli: Chapters 1,2
• 2.  (A) Jin B., Cedrola E. Fashion Branding and Communication Palgrave Macmillan, New York, 2017 » Pagine/Capitoli: Chapter 1
• 3.  (A) Jin B., Cedrola E. Product Innovation in the Global Fashion Industry Palgrave Macmillan, New York, 2018 » Pagine/Capitoli: Chapter 1
• 4.  (A) Jin B., Cedrola E. Process Innovation in the Fashion Industry Palgrave Macmillan, New York, 2019 » Pagine/Capitoli: Chapters 1, 4

The charts used during the course and some integrative articles will be published after the lectures.

• Lectures, case studies, work groups, video.

• Written exam with open questions. The questions aim to verify the understanding and knowledge of the topics indicated in the course program.
  The written test is evaluated in 30/30, as well as each question included in the exam text. The vote published on the esse3 platform derives from the average marks obtained for each answer.
  An optional additional oral exam is available at the discretion of student and teacher. This test will be carried out on the entire program and can allow a maximum variation of 2 points (increasing or decreasing) on the written test mark. The oral additional exam is not allowed if the result of the written test is under 18/30.
  During the course some exercices and work groups will be organized in order to apply the concepts studied. The works will be evaluated and contribute to the final grade of the exam.

The course is taught in English

The exam is in English