Delivering the Dream
Cultural Relevance, Product Desirability, Customer Engagement: Strategies and Execution for Fashion and Luxury
The book examines how fashion and luxury brands build cultural relevance, product desirability, and lasting customer engagement in a fast-changing global landscape. Through a strategic and practice-driven lens, the book unpacks the pillars of brand value, the planning behind effective communication, and the tools that shape the modern media ecosystem. It explores storytelling across channels, the evolution from reach to relationship, and the roles inside organizations that drive impact. The authors analyze how collaborations, cross-pollination, and “masstige” dynamics are reshaping the industry, while Asia’s digital-first mindset pushes Western brands to rethink speed and innovation. The book closes with a forward-looking view on sustainability, new status symbols, AI, and the macro shifts redefining luxury today. Written by two leading experts, it offers a clear, actionable framework for brands navigating the future of fashion communication.
Authors
Erica Corbellini is a tenured lecturer at Bocconi University, where she teaches Fashion and Luxury Management and has designed courses on business models, branding, and marketing strategies since 1999. She previously directed the Master in Fashion, Experience & Design Management (MAFED) and led research and consulting projects across diverse international markets, working with key industry players. Her Coursera course has reached over 315,000 participants.
Tomaso Galli is a strategic adviser in the areas of fashion communications and marketing, corporate communication, and issues/crisis management. In the last 25 years, he has worked in London, Milan, New York, and Paris with CEOs, creative directors, and CMOs in companies such as Armani, Gucci, Loro Piana, Prada, Saint Laurent, Thom Browne, Tom Ford, Versace, and Zegna. Tomaso is also founding partner of several start-up companies and regularly lectures at SDA Bocconi.
Book Details
ISBN: 9791281627819
Pages: 268
Trade Paper: $29.95
