Bridging academic theory and real-world application
During this Fall’s semester, the Master of Science in International Management (MSIM) students at Franklin University Switzerland, led by Professor Miniero, have embarked on a remarkable journey with the Lifestyle Tech Competence Center (LTCC) and the iconic luxury fashion brand Bally.This initiative underscores the university's commitment to experiential learning, seamlessly blending academic theory with practical, real-world application.
The project: a convergence of education and industry
The project, initiated soon after the beginning of the Fall semester, marked a significant partnership with LTCC, housed in Manno. LTCC's Gen Z Lab, known for its unique projects with leading companies and universities, focuses on understanding and catering to the needs of the younger generation. As part of this collaboration, MSIM students were given the unique opportunity to participate in the Bally Gen Z Lab pilot program. This program involved a two-day design thinking workshop where students worked closely with Bally company managers to ideate an enriching customer experience for the modern Bally customer.
The collaboration with Bally presented an exclusive opportunity for MSIM students to immerse themselves in the luxury fashion industry. The insights gained from these sessions were poised to enhance not only the students' academic learning but also contribute significantly to Bally's real-world strategic approach.
The journey: from digital exploration to factory insights
The journey commenced with an introductory meeting in Manno in October, where students met Jelena Tašić Pizzolato, Managing Director at LTCC, and delved into the digitalisation of Bally’s archive, gaining insights into cutting-edge technologies. A distinctive aspect of the program was the gift card provided to students, enabling them to experience Bally’s online customer journey firsthand and offer valuable feedback.
After this initial gathering, students spent two months engaging with Bally’s online platform. They were tasked with experiencing the customer journey, making purchases using the provided gift card, and meticulously documenting their insights in a detailed questionnaire about values, preferences, and their overall feedback during their online shopping experience. This phase was crucial in providing real user experience insights for the upcoming workshop.
The highlight of the project was the two-day workshop that started with a visit to Milan on December 12, where students explored Bally's showroom and flagship store in Via Montenapoleone. This was followed by an in-depth workshop at the Bally factory in Caslano on the following day. Here, students gained behind-the-scenes knowledge of shoe production and engaged in group discussions led by the LTCC's Gen Z Lab team. The workshop, attended by Bally professionals including Nathalie Sisouk, Global Chief Digital Officer at Bally, Annamaria Morena, Digital Experience Director, and Laura Guazzaroni, Global Omnichannel Director, enabled students to share their perspectives and propose enhancements to the customer journey.
The outcome: valuable insights and real-world impact
The project culminated with students presenting their findings and suggestions. Their insights offered a fresh perspective on the online shopping experience and customer journey design, invaluable to Bally's strategy. This initiative was not just an academic exercise; it was a genuine opportunity for students to influence real-world business practices.
This collaboration is a testament to Franklin University Switzerland's ethos of experiential learning, providing students with an unparalleled opportunity to learn, engage, and impact the luxury fashion industry. It exemplifies the university's dedication to preparing students not just academically, but as proactive contributors to global industries.
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