New Business Models and Creative Entrepreneurship in the digital era
New Business Models and Creative Entrepreneurship in the digital era
How have digital tools impacted the fashion value chain and how to get the best of them? This MOOC will propose an analysis of the main evolutions experienced by different players in the fashion industry due to a series of key technologies as well as strategies and best practices to adapt to this new context.
Introduction to DigiMooD for CCIs
This MOOC is one of the 6 MOOCs regarding the Eu project “DigiMooD”, aimed at developing and testing the offer of a set of innovative and interdisciplinary educational modules in “Digital Entrepreneurship for the Creative Industries”, with a specific application to the Fashion Industry, its companies’ branding, narrative strategies and the digital service models.
See the full seriesCourse description
This course addresses the numerous changes brought by the emergence of digital tools in the fashion industry. It describes the current context in the sector regarding the maturity of the different technologies, the new business models generating by the digital revolution and its impact on the strategy of brands and entrepreneurs.
Indeed, every phase of the fashion value chain has been impacted by the rise of digital, from design to retailing, and new players as well as established companies must integrate this change of paradigm. The course analyzes different aspects of the mutation of the sector starting from customer behavior. The rise of digital retail generates many opportunities for fashion company, from mass market to luxury; but this new tool also has some prerequisite in terms of marketing and organization. Companies must understand the new rules of visibility that both rely on an expertise on digital tools (SEO, digital marketing) and fashion expertise (content creation, online customer experience).
The course underpins the importance of data for fashion companies today. It is an unavoidable source of performance for brands and entrepreneurs today. Data is a major source of efficiency through the possible monitoring of every action and process as well as the measure of the return on investment of the different expenses. Data is also the backbone of new value propositions for companies that develop new products or services that are more accurate and personalized for customers.
For brands, digital is also a powerful tool to innovate in terms of storytelling and gather a community they can engage in the long term. Lastly, digital tools have a positive impact of the sustainability of the fashion sector, allowing companies to better control their processes and their negative externalities. New solutions emerge leading to a greater transparency and traceability of products.
Students will discover new business models appearing in the field of fashion and understand how they can durably change the current organization of the fashion system.
Total workload of the course: 10 hours
This MOOC is provided by Politecnico di Milano.
The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
This Series of MOOCs is one of the main results of the DigiMooD project, whose partners are:
- Politecnico di Milano (POLIMI) - Milano, Italy
- Fondazione Politecnico di Milano (FPM) - Milano, Italy
- Institut Francais de la Mode (IFM) - Paris, France
- European e-Skills Association AIBL (EeSA) - Brussels, Belgium
- Mammut Film Srl (MammutFilm) - Calderara di Reno, Italy
- Fashion Technology Accelerator Srl (FTA) – Milano, Italy
- Associazione Industriale Lombarda dei territori di Milano, Lodi, Monza e Brianza (Assolombarda) – Milano, Italy
- Enti COnfindustriali Lombardi per l'Education Soc. Cons. a R.L. (ÈCOLE) – Milano, Italy
Intended Learning Outcomes
By actively participating in this MOOC, you will be able to:
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Analyze the impact of digital technologies on the fashion industry, differentiating the effects on various stakeholders (ESCO - emergent technologies)
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Understanding the role of Blockchain, Artificial Intelligence, and emerging business models in shaping the future of fashion. (ESCO - explain blockchain implications)
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Evaluate the current trends and business models in fashion e-commerce, distinguishing between branding and performance tools, identifying key digital marketing strategies, and understanding the specificities of luxury e-commerce (ESCO - digital marketing techniques) (ESCO – trends in fashion)
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Evaluate the impact of AI and data-driven strategies on the fashion industry, identifying key applications across the value chain (ESCO - data mining) (ESCO - perform online data analysis)
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Analyze the role of digital tools in enhancing customer engagement and developing successful business models for fashion brands and marketing strategies (ESCO - apply customer engagement strategy) (ESCO - plan marketing strategy)
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Identify best practices for content creation, social media engagement, and community management to drive business (ESCO - apply social media marketing)
Prerequisites
No formal knowledge is required.
Activities
The forum of this MOOC is freely accessible and participation is not guided; you can use it to compare yourself with other participants, or to discuss course contents with them.
Section outline
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Week 1 is related to the digital ecosystem and the impact of digital tools in the fashion value chain. A deep dive into new technologies and business model is proposed.
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Week 2 proposes an overview of the different players operating in fashion e-commerce and explores some of the tools these players use to be more visible and efficient in their online activity.
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Week 3 proposes to discover the tremendous impact of data on the whole value chain of the fashion industry. You will understand how to set up a strategy regarding data and discover some possible end uses for it.
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Week 4 describes how brands use digital tools to develop their activities and generate customer engagement online.
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Week 5 is related to sustainability issues with a deep dive in the second-hand market. It explores the relationship between fashion, digital and sustainability.
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Assessment
Your final grade for the course will be based on the results of your answers to the assessed quizzes. You have an unlimited number of attempts at each quiz, but you must wait 15 minutes before you can try again. You will have successfully completed the course if you score a total of 60% (or higher) in each of the assessed quizzes.
The maximum score possible for each quiz is given at the beginning of the quiz. You can view your score in the quiz on your last attempt or on the 'Grades' page.
Certificate
You can achieve a certificate in the form of an Open Badge for this course, if you reach at least 60% of the total score in each one of the assessed quizzes and fill in the final survey.
Once you have completed the required tasks, you will be able to access ‘Get the Open Badge’ and start issuing the badge. Instructions on how to access the badge will be sent to your e-mail address.
The Badge does not confer any academic credit, grade or degree.
Information about fees and access to materials
You can access the course absolutely free of charge and completely online.
Course faculty
Lucas Delattre
Lucas Delattre is in charge of teaching communications, media and digital at IFM, and is a graduate of the Ecole Normale Supérieure (rue Ulm, class of 1985, arts/history), and also has a Media and Communication Masters from ESCP Europe (1989).
Franck Delpal
Franck Delpal holds a PhD in Economics from Université Paris-Dauphine. His doctoral thesis is about vertical integration in the luxury sector. He is Academic Director of IFM Entrepreneurs programbased in Station F. He teaches at IFM in postgraduate and executive education programs about topics related to luxury business economics and fashion business models.
Céline Lippi
Managing partner at Luxury Tech Fund,Céline Lippi spent over 15 years in international high tech sector working for Fortune 500 companies. Céline focused on building a strong ecosystem around initiatives such as Fashion & Technology Lab, Fashion Capital Partners, Decoded Fashion Paris, Luxury & Digital book and Luxury Forward conference.
Alicia Birr
For the past 15 years, Alicia Birr has been working at the crossroads of digital & creation : first, in the music industry launching the first high quality online music platform in France, then as an entrepreneur starting a fashion ecommerce site for French emerging designers, and since 2014 advising luxury & beauty brands on their digital communication strategy as strategic planner for Google France.
Robin Hanna
Robin Hanna is a marketing strategist, specialised in high-end fashion e-commerce for men. After having been head of growth of the leading french fashion website for men, he begun teaching other fashion and lifestyle brands how to get the most out of their marketing budgets while keeping overhead to a minimum.
Béatrice Lacombe
Beatrice Lacombe is Digital Merchandising Director at the webstore 24 Sèvres.
Régis Pennel
Régis Pennel founds L'Exception in 2011. First an online multi-brand concept store, L'Exception becomes a parisian flagship store in 2016. Today, L'Exception is a team of 25 people divided between the store and the e-shop. The store hosts regularly events for product launches, announcements of new collection or pop -up stores.
Paul Mouginot
Paul Mouginot is co-founder of Daco, a digital benchmarking solution bought by, the online flash sales specialist Veepee. Today, Paul Mouginot deploys daco.io technologies at Veepee. A graduate of Supélec and ESCP-Europe, he began his career as a general consultant at Advancy. At the Institut Français de la Mode he teaches topics related to digital innovation at the service of fashion.
Donatien Mourmant
Co-Founder at Tekyn, a solution using data to adjust production and supply chain.
Mehdi Dziri
As Project Director at FABERNOVEL, Mehdi Dziri leads projects focused on strategic innovation, new business models and new services design. He is specialized in running strategic studies on new digital opportunities (benchmarks; interviews, field studies) and in designing innovative models and services.
Elise Garcia
Elise Garcia is an expert in Branding with strong digital skills. Graduated from Sciences-Po and Celsa, she spent the last 10 years developing off&online international strategies for luxury, fashion and beauty brands within the Hermès group and at Ykone, a marketing influencer agency. She founded the Filrouge studio to develop digital and marketing influencer projects with a 360 vision for creative and innovative brands.
Geoffrey Bruyère
Geoffrey Bruyère is the co-founder of BonneGueule. Firstly blog of men's fashion, BonneGueule became a digital brand selling men's clothing while advising them on their style, online and recently in stores.
Marianna Szeib-Simon
Co-Founder of FACE TO FACE Meet & Shop, a digital platform that brings together independent fashion and beauty brands and mix e-shop and pop-up stores.
Valentina Carbone
Valentina Carbone is Professor of Operations and Supply Chain Management at ESCP Europe business school, at the Paris Campus. Her recent research deals with Corporate Social Responsibility (CSR), Sustainable Supply Chain Management, Sharing and Circular Economy Business Models.
Lucie Soulard
Lucie Soulard is co-founder and COO @Place2Swap, a technology that allows brands to enter the second-hand market into their business model and position themselves on circular economy values. She is co-author of the book The Retail Facing the New Modes of Consumption - Adapting or Disappearing, published in 2018 at Dunod.
Fanny Moizant
Fanny Moizant is co-founder of Vestiaire collective in 2008. Today, Vestiairecollective.com is Europe’s leading trusted trusted online site for the resale of designer and premium fashion and counts over 5 million members across 47 countries worldwide with offices in Paris, London, New York, Milan and Berlin.
Charles Nouboué
Chales Nouboué is founder and CEO at Fitle. Fitle offers customers an ultra-precise size recommendation solution on the e-shop.When on a product card, the visitor indicates their sex, age, height and weight, and Fitle automatically recommends the correct size of clothing in the brand.
Contact details
If you have any enquiries about the course or if you need technical assistance please contact pok@polimi.it. For further information, see FAQ page.