The digital revolution of fashion and luxury brands is in Milan

The Italian city is becoming the European capital for a new generation of managers who study how to deal with new customers, new technologies and new communication strategies

Fashion and luxury companies are facing a huge revolution. The digital era has led to several transformations in terms of business models, operating processes and customer experiences. Milan, one of the fastest growing cities in Europe, is rapidly becoming the “place to be” to learn by living a full immersion in the fashion and luxury industries of the future.

According to SDA Bocconi School of Management, digital transformation created a new generation of customers who need a multichannel approach and new skills. The most recent research confirms that 30% think that physical stores are “boring” and store assistants give the same information they can find shopping online. Moreover, fashion publishers and influencers are reinventing themselves, becoming similar to communication agencies and “editors” of the stories linked to products and brands. These issues, combined with a particular attention to the sustainability of products/suppliers, and blockchain technology are changing consumer habits.

Milan’s famous shops, top events and world-renowned brands attract managers as well as the offer of sector-specific Masters and Executive Masters which, in collaboration with the main companies in their respective fields, train professionals in the most requested specializations of the market. "In recent years, registrations for our Masters have recorded double-digit growth – commented Giuseppe Soda, Dean of SDA Bocconi - demonstrating that proposing a training of excellence that meets the professionalism of companies looking for the best managers on the market is a winning strategy."

Luxury, Fashion and Design, the most popular sectors among international students
In addition to a specific concentration in the flagship MBA, two internationally renowned programs are dedicated to excellence areas that find a natural site in Milan: those of luxury, and fashion. Many students arrive in the city to attend specialized programs such as EMiLUX, the Executive Master in Luxury Management, (72% students from abroad) carried out in partnership with the French Business School ESSEC, or MAFED, the Master in Fashion, Experience & Design Management (86% students from abroad).

"The main reasons why many participants choose MAFED - says Emanuela Prandelli, Director of the Master - is because SDA Bocconi offers the unique opportunity of a faculty specialized in the Fashion & Design sector, composed of SDA Bocconi professors and Visiting Professors from around the world. They are joined by trade professionals who, by sharing their experiences, provide participants with an updated picture of the sector and numerous opportunities for personal and professional networking. Finally, studying in Milano, a European capital and the world center for fashion and design, allows participation in unique events of international importance."

"Attending an international program offered by two leading European Business Schools and leaders in Luxury Management means immersing in a truly global context and accessing an extremely rich network of contacts and opportunities - commented Gabriella Lojacono, Director of EMiLUX. "The effectiveness and efficiency of the learning process are optimized by a balance of face-to-face sessions and distance learning with sessions in Paris, Milano, Dubai, Singapore and Mumbai. Another strength that increases the value of this master - concluded Gabriella Lojacono - is the faculty: all professors are established professionals who, besides teaching, devote themselves to research projects and publication of articles and books on the world of luxury."

EMILUX
Executive Master in Luxury Management (EMiLUX) at SDA Bocconi in partnership with the French Business School ESSEC, is dedicated to a sector that reveals continuous international growth prospects and requires greater creativity, innovation and managerial skills.
Seven modules between Paris, Milano, Dubai, Singapore and Mumbai are dedicated to crucial issues in luxury business and are accompanied by company visits and retail tours. EMiLUX makes study and work compatible thanks to classroom modules alternating with phases of distance learning, and is structured to meet the needs of professionals who already have some years of experience, though not necessarily in the luxury sector, and aspire for an "acceleration" or a change of direction in their careers. Paris, Milano, Dubai, Singapore and Mumbai allow EMiLUX to offer a truly global perspective on the world of luxury and the specifics of geographical areas. The international dimension is an important aspect as it allows participants to learn about different realities and share experiences and opinions with colleagues from all over the world.

Candidate profile
- University Degree
- Minimum 5 years’ work experience (not necessarily in the Luxury sector)
- Excellent knowledge of English (TOEFL/IELTS/PTE or CPE)

MAFED
The Master in Fashion, Experience & Design Management (MAFED) is an international program offered in English, aimed at those who aspire to a managerial career in the fields of fashion, luxury and design.
This requires specific skills, both theoretical and practical, that orient creativity towards results of managerial excellence. For this, MAFED offers participants not only a rich and interdisciplinary academic preparation, but also a wide range of opportunities in the field, such as field projects, visits to companies and extra-curricular activities. This favors a new managerial approach and the acquisition of specific skills, as well as direct comparison with trends and successful business models and the development of a network including professionals, students and faculty. Networking is also offered through the MAFED Alumni network, which has more than 500 members worldwide, and a broad Business Community thanks to a collaboration with the Altagamma Foundation, which promotes study and research projects in this sector.

Candidate profile
- University Degree
- Minimum 2 years’ professional experience
- Excellent knowledge of English (TOEFL/IELTS/PTE or CPE)