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Master in Fashion Retail & Luxury Management (Academic Year 2014/2015)

Made in Italy: When Fashion Meets Identity

Video professors: Francesca Maschio - Docente Università Internazionale Telematica UNINETTUNO, Docente London School of Business and Finance - Berlin School for Business and Innovation – Fondazione ASTRID , Francesca Masoero -

Lesson n. 1: Made in Italy Now Between Tradition and Innovation Made in Italy Now Between Tradition and Innovation Objectives Introduction the Made in Italy Marche Region Tuscany Region Piedmont Emilia Romagna Region Key Production Areas: Leather, Textiles, Clothing Veneto Region Key Production Areas: Textiles and Clothing		Francesca Masoero
Lesson n. 2: The Art of Showcasing Fashion - Italy Objectives Introduction Artisanal Tradition Brand Heritage Museum Fashion Exhibits Archives & Foundations Conclusion		Francesca Masoero
Lesson n. 3: The Art of Showcasing Fashion - International Objectives Introduction Big Museums / Big Fashion Brand Heritage Museum Tradition & Society Museums of Fashion Conclusions		Francesca Masoero
Lesson n. 4: Fashion storytelling Objectives Introduction The Power of Images How Images are Used in Fashion Conventional Contemporary ADV Campaigns Conclusions: International Examples on the Future of Fashion Storytelling		Francesca Masoero
Lesson n. 5: The Creation of National Brands: The Rights on Made in Italy Topics The Scope of "Made in" Ranking the Value of "Made in" The Characters and Branding of Made in Italy World's Most Valuable Made in Italy Brands Made in Italy as Target for International Mergers and Acquisitions		Francesca Maschio
Lesson n. 6: The Protection of Made in Italy: Ip Against International Counterfeting Topics Introduction to the Legal Framework on "Made in" EU and International Regulation Italian Legislation on Made in Italy Sanctions Against Made in Italy Counterfeting Case Studies		Francesca Maschio
Lesson n. 7: Power and Distinctivness of Signs, Logos and Trademarks Topics Signs, Logos and Trademarks in Fashion "Power" of Trademarks Overview of Trademark's Law Conclusions		Francesca Maschio
Lesson n. 8: The Functions of Fashion Brands Applied to Consumer's Behavior Topics Functions of Fashion Brands International Commercial Piracy and counterfeiting Selected Trademarks Case-Law: The Gucci GG logo Selected Trademarks Case-Law: Loubotin Red Sole		Francesca Maschio