Guest Lectures

Question 1

Altagamma covid consequences

Answer 1

• decline in luxury market
• accessories performed above average (China)
• increased importance of hero products
• travel/department stores suffered
• new consumer trends (sustainability + culture)

Question 2

may moma, instant + instance: main challenges for new entrepreneurs

Answer 2

finding right positioning

finding a manufacturer

finding right distribution partners

designing business model w/ sustainable approach

controlling financials

Question 3

moncler

Answer 3

heritage: first nylon jacket
innovation: genius project

KSF in event creation:

• globalization
• community building
• inclusivity
• digital experience (teasing, live, amplification)

Question 4

bally: clienteling

Answer 4

technique used by sales to establish long term relationships with their customers based on preference + purchases

3R approach:

• recruiting
• retention + reactivation
• reinforce

Question 5

loro piana

Answer 5

business model evolution: from B2B (fabric) to B2C (luxury brand)

competitive adv:

• natural fibers
• textile heritage
• vertical integration

Question 6

key steps for successful clienteling

Answer 6

ensure positive user experience

involve all relevant stakeholders

make roles + processes transparent

support users in the moment of need

explain the key benefits of the software

communicate during every stage of implementation

don’t skip out on training

Question 7

loro piana’s textile division

Answer 7

sources of revenue: RTW + tailors

bespoke vs MTM

• bespoke is made for you & MTM is altered for you
• MTM appealing younger customer because it is transitioning out of formal wear (tech advances)

Question 8

gucci’s competitive advantages

Answer 8

global reference for fashion + accessories = creativity (alessandro)

benchmark for innovative business model = omnichannel, experiential spaces, culture of purpose

• empowering dream makers

Question 9

influencer marketing

Answer 9

moving from occasional collaborations to partnerships

leveraging on the community to launch a business

Question 10

how brands should work with content creators

Answer 10

similar positioning

authenticity

don’t be a «control freak»

quality traffic should be paid

look outside of your niche