Luxury is going through a phenomenon much akin to the Big Bang our Universe has experienced billions of years ago. It is in perpetual movement and the core ideas defining its framework are being dismantled one by one. Is it still accurate to equate luxury with rarity when 94% of Japanese Women in their twenties are said to own a Louis Vuitton bag? Should we still assume that Luxury brands invariably utilize a price skimming strategy when Hermes was forced to hold its first ever sale in Hangzhou China in 2014?
The matter at stake here is to understand if the structural changes faced by this prestigious industry push it to morph and explode into various different, and sometimes paradoxical, ideologies; or if those same structural changes are precisely pushing luxury to initiate a retrenchment to its traditional and secular values, back to its original core? This is the initial postulate structuring one of the most sought after postgraduate courses in IFA Paris: The MBA in Luxury Brand Management.
The philosophy of this revamped MBA is based on the same principles as the other postgraduate courses in IFA Paris:
Discovery: Students are being immersed in a workshop environment allowing them to get an intensive and practical training based on modules that analyze macro and micro trends in depth.
Experimentation: While travelling between IFA’s campus locations (Paris, Istanbul, Bangkok and Shanghai) our students are able to experience first-hand the intrinsic characteristics of emerging and mature markets thanks to IFA Paris learning by doing pedagogy.
Self-affirmation: The overarching Capstone thesis reflects the students’ commitment to the development of a unique and individual project.
The MBA in Luxury Brand Management also takes advantage of the unique heritage and bi-cultural affiliation of IFA Paris as it “sits” perfectly at the confluence of a geographical dichotomy:
The East as the catalyst transforming the “Luxe DNA”: Thanks to IFA Paris unique combination of campus rotation system and synergistic curriculum, participants will be able to choose between 3 metropolises embodying luxury in developing countries:
Shanghai (2 Terms) where students will discover a country that will become the biggest luxury goods market in the world in 2020, and a city where consumers tastes and knowledge are at such a level of sophistication that some analysts consider they have reached a level of maturity faster than expected Istanbul (2 Terms) where students will be able to analyse how demographic and lifestyle trends changes are driving one of the healthiest and steadiest industry growth in the European Continent Bangkok (1 Term following rotations in Paris and Shanghai) where students will be able to explore the thriving fashion retail panorama in a city where the most luxurious brands are increasing their presence The participants’ experience is reinforced by a unique course structure that offers a variety of modules and seminars opening doors into specific sectors of activity such as luxury watch making, cosmetics and perfume, haute couture or even Oenology and Gastronomy.
Finally, from inception to graduation, and regardless of their location, Postgraduate students of IFA Paris will benefit from the support of a unique department called the “Career and Alumni Center”. The industry relation arm of IFA Paris’ academic courses is in charge of organizing bi-weekly guest lectures and field trips to attune our students with the latest trends in the luxury industry.
Capitalizing on strong collaborations with groups such as LVMH, Richemont or Kering, the Career and Alumni Center will give access to exclusive brand launch events, fashion shows, art exhibitions or professional trade-shows in order to build the students’ own professional network.
Our MBA Courses are structured with the ECTS framework in mind as set by the Bologna Convention. Upon completion of their studies participants will gather a total of 120 ECTS that they will be able to transfer if they wish to further their studies. The Course is also accredited by IDEL/IDEART* and is certified as “International Master”.
Course structure Our Luxury brand Management course covers a wide range of modules clustered into five main module groupings:
Marketing and Management:
This grouping encompasses a series of modules that will be sequentially planned based on the structure of a marketing plan. The overall body of knowledge acquired by the students will prepare them to:
analyse complex marketing challenges based on practical case studies allocate resources strategically to achieve pre-determined objectives craft brand DNAs allowing for the achievement of a sustainable competitive advantage
The capacity to listen and interpret markets’ signals is a key component of today’s managers. It needs to be continuously cultivated. Within this module grouping students will discover the idiosyncrasies of the luxury industry from an economic and financial view point.
The concept of rarity has traditionally been associated to the idea of luxury. However, while rarity is still an important factor in determining the value of a luxury brand, terms such as “exclusivity” or “space” are now strongly resounding within customers’ minds as alternative descriptors. In this module grouping students will study the historical evolution of the luxury industry and will explore macro trends that are structuring the different international markets.
The series of seminars comprised within the “Luxury Lifestyle” module grouping will allow our students to experience diverse industries and give them more specific insights on each of them. Topics such as Haute Couture, Jewellery, Luxury Watch Making…etc will be covered by specialists of the sectors who will guide the students through their discovery process.
The Foundation workshop will be taught over 2 full weeks (75 Hours) and comprise the following modules:
Principles of Marketing – 15 Hours Quantitative Research Approaches – 15 Hours Accounting Principles – 15 Hours Working Methodology – 15 Hours Project Management – 15 Hours