The Fashion and Luxury Goods Industry: Gaining a Competitive Edge

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Barcelona, June 16 - 18, 2015


The course covers content at different levels:

A General Management Approach to Luxury Goods
In the whole course we will look at the luxury goods industry from a strategic point of view, from the perspective of shareholders, industry analysts, CEOs and general managers – that is NOT from a purely functional point of view (Marketing, Sales, Operations, Finance). We will build on the basics tools of strategic analysis to understand how the industry has changed, where it is likely to go and how firms compete in it. We will cover both corporate and business unit strategy.

Creating and Capturing Value in the FLG Firm
We will also take a deeper dive in the general management of these firms, understanding the trade-offs general managers face. We will look at specific problems such as international growth, product development, distribution channel expansion, new market entry strategies, and talent decisions.

Key Trends
Finally, we will focus on specific trends that are heavily affecting competition in the industry. We will talk about opportunities and challenges in China, but also how technology is reshaping both communication and distribution in the industry.

Course Content

Day 1 - Deep Dive in the Fashion and Luxury Goods Industry 

  • The evolution of the luxury goods industry: How is the industry changing and what are the factors driving consolidation?
  • Define your competitive position
  • What is the relationship across categories?

Day 2 - General Management Challenges

  • The challenge of growth - sustaining growth in the fashion industry
  • The retail challenge
  • The creativity challenge

Day 3 - General Management Challenges

  • The global challenge
  • The digital challenge


The course is based primarily on the analysis and discussion of case studies. A few conceptual readings, based on academic research, book chapters and popular business articles, will also provide additional ideas and tools to interpret the cases and enrich class discussion.


IESE Business School
Executive Education