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facebook.com/IfaParisFashionSchool18-24 Quai de la Marne, Paris, France350 Xianxia Road, Shanghai, China
MBA/Masters Luxury Brand ManagementIn Cooperation With POLIMODA
Three Fashion CapitalsTwo Leading Fashion Schools
Introduction
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IFA Paris and POLIMODA have joined their e�orts to create a course in Luxury BrandManagement allowing students to pursue postgraduate education in Shanghai, Florence and Paris in a year. This unique opportunity allows students to build career skills and gain a full understanding of the luxury industry’s fastest emerging market: Shanghai; and experience two of Europe’s oldest and most dynamic luxury and fashion centers: Paris and Florence.
Despite the world’s economic crisis, European and American luxury brands have thrived, mostly due to the growing demand from emerging markets around the world. In a report published by the World Luxury Association in 2012, China has become the world’s largest luxury goods consumer. With the growth in the luxury business, the skills required to manage a luxury brand has become more specific and specialized.
This multidisciplinary course will explore the unique factors involved in building and maintaining a luxury brand in the competitive global environment and covers a wide range of modules including consumer psychology, emerging markets in luxury, luxury buying and merchandising, luxury retail management, international negotiation strategy, luxury distribution, as well as many other luxury business modules. During this course, students will have the opportunity to work on industry sponsored projects in cooperation with international brands, attend fashion events, listen to guest speakers, and visit leading brands’ stores, design studios and factories.
Cover: 2012 Bachelor Fashion Design Graduate Qinbiao Wu’s WorkRight: Yacht Club interior design by architect Jean-Pierre Heim. www.heimdesign.com
Paris School
International Fashion Academy, better known as IFA Paris, o�ers students undergraduate courses in design and marketing, and postgraduate courses in design, business, communication and luxury brand management in an environment of multidisciplinary collaboration. With schools in Paris and Shanghai, IFA Paris is at the forefront of fashion and luxury education and o�ers courses that reflect the breadth of opportunities available in this vibrant industry.
IFA Paris was established in 1982 to combine French fashion heritage with the modern globalized world. As the only school in Paris o�ering all its undergraduate and postgraduate courses taught in English, IFA Paris caters to a highly international student body from all corners of the world. Recently relocated to 18-24 Quai de la Marne, IFA Paris overlooks the famed canal and is at the heart of the developing 19th arrondissement. The new location has trippled the size of the previous academic facilities and added extensive new amenities to benefit students, including bigger classrooms, a student lounge space, and a resource and study center. The building will also house several new fashion workshop spaces to accommodate hands-on projects.
This vibrant and artistic neighborhood is also home to many cultural landmarks, including the MK2 cinemas, Point Ephémère performance space for concerts and ballets, and le CENTQUATRE art centre with a wide range of cultural o�erings, exhibits and high-profile fashion shows. The district is also the location of other prestigious schools devoted to creative arts, including École Nationale Supérieure d’Architecture de Paris-La Villette (ENSAPLV) and the Conservatoire National Supérieur de Musique, and is close to the École Internationale de Création Audiovisuelle et de Réalisation (EICAR). “The 19th” is emerging as one of the most exciting and stimulating area for students in all of Paris, and IFA Paris is excited to become a part of this neighborhood.
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Shanghai School
IFA Paris has become the leading fashion school in China and is unique in demonstrating its dedication to success by bringing the best professional fashion lecturers. IFA Paris established its school in Shanghai in 2002, the first-ever Sino-French joint venture in fashion education approved by the Chinese government.
IFA’s Shanghai school o�ers a unique opportunity to international students who wish to gain insights into the world’s fastest growing fashion and luxury market while receiving the same high-quality curriculum taught in English as in Paris.
Surrounded by universities, o�ce buildings, parks and shopping malls including Louis Vuitton’s latest store, its 4th in the city, the Shanghai school located itself at one of Shanghai’s cozy yet chic areas. The neighborhood blends perfectly the classic characters of Shanghai and the new vibe of the city. With easily reachable travel distance by subway to the city’s most glamorous Huaihai Road, Nanjing West Road and the ex- French Concession, IFA’s Shanghai school presents students from all over the globe opportunities to explore and discover the most spotted trends and lifestyle of Shanghai.
POLIMODA, International Institute of Fashion Design & Marketing, is an Italian center of excellence, recognized worldwide for its high quality courses always in close relation to the business world.
POLIMODA started in 1986 as a joint project co-financed by the cities of Florence andPrato, along with entrepreneurial associations and the collaboration of the Fashion Institute of Technology, State University of New York.
POLIMODA assists and promotes the creativity and technical inclinations of its students by setting up educational units that can stimulate individual capabilities from both a theoretical and practical point of view.
POLIMODA’s directors, Ferrucio Ferragamo and Santo Versace, have deep ties to the Italian fashion industry, and its lecturers impart the best modern understanding of fashion to POLIMODA’s highly international student body.
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POLIMODA
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Shanghai
Florence
Paris holds a special place at the top of the fashion and luxury world. As fashion’s birthplace, it introduced some of its most world renowned designers and luxury fashion houses including Chanel, Yves Saint Laurent and Dior. Paris is still the world’s fashion capital and continues to draw attention with important fashion events such as its biannual Prêt à Porter fashion week, fairs and trade shows, fascinating concept stores, and industry leading trend agencies. Consequently, it remains the place where contemporary fashion designers including Martin Margiela, Rick Owens, and Alber Elbaz choose to live and work.
The specific Parisian feel for fashion and style extends beyond the bounds of the industry and into the city’s art galleries, museums, theaters, and distinctive cinema and street life. While Paris undoubtedly has a distinguished fashion and luxury history, its present and future are just as compelling. Major luxury groups such as LVMH, PPR, and companies like Hermès, Cartier and Baccarat all have headquarters located in Paris. In recent history, Paris has turned almost every part of its economy into luxury through fashion, jewelry, beauty care as well as gastronomy, wine and travel. Paris remains an essential stop for young fashion and luxury professionals who wish to understand the cultural, industrial and market forces that shape the fashion world today.
Paris
Top le�: Shanghai’s financial district, LujiazuiTop right: Florence’ Duomo
Bottom: Paris’s Pont Alexandre III and the Invalides
Shanghai is an open and extroversive metropolis and its ascent into the ranks as a fashion capital is no doubt a serious topic. Since late 19th century, Shanghai has been the fashion center of China. The Shanghai style has travelled the world in the 1920s and 30s and has recently re-emerged with fashion designers’ innovative works of fusion trends.
Remarkably, it is the country’s consumers who are transforming today’s China into the world’s largest market of luxury and high-end fashion products. With international fashion and jewelry brands, from luxury to mass markets, forming the prosperous retailing scene in the city’s numerous fashion districts, Shanghai is unquestionably China’s Mecca for the fashion and luxury industry. While luxury cars, 5-star hotels and high-end restaurants are regular sights in the city’s downtown, there is now also a growing interest for yachts and private jets among China’s richest.
Historically known as the center of the Renaissance, Florence grew in the twentieth century to become one of the world’s fashion capitals. Just as painting, sculpture and thought once grew; the modern fashion industry also came of age in Florence, as the home to some of fashion’s brightest stars. The names that have defined the Florentine style, Guccio Gucci, Emilio Pucci, Roberto Cavalli, Salvatore Ferragamo, are among the biggest in all of fashion. The influence of these designers and their labels has circled the globe many times over and has continued to make Florence a bustling center of fashion design.
LecturesLectures are designed to challenge students by introducing them to the inner workings of the fashion and luxury industry as it operates today. The lecturers will lead students through valuable in-class activities and encourage discussion and thought-provoking interactions.
Self-studySelf-study is a pre-requisite at the postgraduate level that develops autonomy and personal management. Throughout the course, students will be asked to complete a set of learning activities to gain a full understanding of topics studied in class. Self-study in reading and written assignments will be actively supported by our online Learning Management System (LMS).
Capstone Project The capstone project is usually done as a team project on a subject chosen by the student and validated by the academic management. The work usually takes the form of a written thesis or dissertation, but may also be a report, a journalistic piece, or mixed media. The Capstone Project requires organizational skills and is developed through negotiation with tutorial support to help students develop appropriate focus and monitor progress. It will be assessed as a main component of study, an evidence of progress, time and team management skills, and an achievement of learning outcomes.
Industry Contact & Collaboration During the course students will have the opportunity to work on industry sponsored projects in cooperation with international brands, attend fashion and luxury events and master-classes, listen to guest speakers, and visit leading brands’ stores, design studios and factories. Reflective thinking and writing will be required from students in order to make the most out of such experiences for their personal development.
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Teaching and Learning Methodology
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Course Structure
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Our Luxury Brand Management course covers a wide range of modules in the following areas:
The total student workload for the course amounts to an average of 1,500 hours (equivalent to 80 ECTS-credits) divided as follows:
*Numbers are given as indicative information and can be subject to change
60 ECTS
Total Student Workload 80 ECTS
Capstone Project30% OF FINAL GRADE 20 ECTS
1,150h
250h100h
Total Student Workload 1,500h
Course Components and Weighting
Lectures + Self-Study
CapstoneProject Industry
Business Issues
Luxury Environment
Marketing & Management
Personal & Professional Development
Socio-Cultural
6 ECTS
20 ECTS
20 ECTS
8 ECTS
6 ECTS
Capstone Project17%
Lectures + Self-Study70% OF FINAL GRADE
Marketing &Management
23%
LuxuryEnvironment
26%
BusinessIssues
9%
Personal &Professional Development
11%IndustryContact
7%Socio-
Cultural7%
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ModulesProfessional Skills & EtiquetteThis course will help students prepare themselves for the business world and discover the necessary skills to optimize their communication, presentation and persuasiveness. The students will benefit from exercises that will prepare and benefit them during business interactions that, in return, will leave long lasting positive impressions with decision makers or business partners.
CommunicationsUsing case studies, students will understand theoretical and practical foundations of marketing communications by examining the various methods which brands communicate with target audiences, including advertising, event management and public relations. By the end of the module, students will understand the role of marketing communications and be able to apply this knowledge within the luxury sector.
Emerging MarketsGrowth is mainly driven by emerging markets. Countries and regions like the Middle East, Russia, Brazil, India and particularly China are rapidly developing riches and their prosperity is helping the luxury industry flourish. With half of the industry’s growth today contributed by the Chinese and the majority of new luxury stores opening in Asia, many luxury companies are continuing to invest heavily in these promising markets. Additionally, specific demographic groups such as women, teenagers and elderly groups may have an impact in specific locations or luxury goods markets. Using statistics and surveys, students will learn how to spot and track potential emergent opportunities.
Industry SegmentsThis module will highlight the major segments of luxury goods from fashion to haute couture, accessories, travel, automotive and gastronomy. Students will analyse the specificities of these segments, discover the challenges at stake, and learn about the related management techniques and strategies to implement.
BrandingStudents will analyse the methods of sustaining and developing a brand’s iconography and expressive perspective through a specific management. This module provides students with the required comprehensive tools relative to branding. The power of a luxury brand is analysed through its value and its social, contractual and semiotic dimensions. The module tracks a brand’s lifecycle from creation to decline within a unique framework of luxury branding.
Retail ManagementThis module covers all the activities linked to the operational management of a luxury store and provides an integrated perspective. It encompasses critical concepts of store management including sta�ng, training, POS systems, inventory, CRM and loyalty. Students will analyse the best practices in retail, address challenges of retail management, and evaluate their impact on retail performance.
International Negotiation StrategyThis module is based on decades of research through direct experience and studies supplemented by observations of negotiations through business people in a global and culturally diverse environment. The purpose of this module is to provide students with insights on how negotiation works and train students on various subtleties that are obvious to highly skilled negotiators. Students will obtain key skills, such as, heightened awareness to help them achieve greater negotiation success.
Trends and Future I & IIThe importance of consumer interactions, tracking sales and the e�ects of color forecasting and taste on the domain of luxury is the focus of this module. Trends, fads and new technologies in product and packaging production can all have an impact on the process of marketing luxury goods and services. Cultural trends, opinions, analysis and metrics are factors used in understanding the movements of markets. They enable organizations to plan e�ective campaigns suitable to their target markets. Typical contemporary issues such as democratization vs. elitism, vulgarization vs. uniqueness and mass production vs. workmanship are studied to demonstrate their direct impact on the organizational processes and the creative solutions that are brought by luxury brands to overcome them.
Strategic MarketingThis module critically analyses and reflects on marketing strategies for luxury brands in a variety of industry sectors, and provides a rigorous outline to e�ectively manage luxury brands. The module looks at the di�erences in marketing luxury branded products and services versus mass market level. Students will also understand the problems inherent to the current luxury market including processes impacting an organization’s identity, positioning, pricing and communication.
Consumer PsychologyThis module enables students to understand the importance of consumer behaviour in the marketing and consumption process by analysing the conscious and unconscious factors at stake. A thorough analysis of these factors will help provide students with a sound understanding of how organizations plan e�ective marketing activities and consumer relationship management for their target markets, and how consumers’ buying patterns are created.
Buying and MerchandisingThis module enables students to acquire a strong knowledge of buying and merchandising strategy in terms of formulation process, development and implementation in a luxury environment. Students will have a good understanding of the buying cycle & budget plan, will examine the di�erent buying methods, and will be able to make coherent buying and merchandising plans by practical simulated exercises from industrial experience. The wider issues such as globalization, ethical trading, sustainability and technological developments will also be discussed.
Design ManagementDesign managers and design consultancies in the fashion and luxury sectors have to handle creativity, corporate image, and volatility while pursuing long-term profitability through sound marketing strategies, e�cient distribution plans, quality sourcing, etc. In this module, students will become intimately acquainted with the demands of design processes by tracking 3 main stages: strategy, process, and implementation.
*Modules are subject to change. For a complete list of modules please visit our website at ifaparis.com
Capstone Project
Le�: IFA Paris students visiting Louis Vuitton’s Flagship Store in Shanghai 19
The project can be done individually, but we encourage a team approach; with tutorial support to help students find appropriate and individual focuses and to monitor progress. In some courses, this project is done across two to three cities, thus giving it a truly international dimension and the opportunity to meet and connect with numerous helpful people and resources. Our intention is that Capstone Projects will provide an enjoyable crowning educational experience for IFA Paris students and a rewarding opportunity for mentorship for lecturers and external collaborators. It can then be used to demonstrate to future employers and other interested parties our students’ skills and aptitude for similar independent external work assignments.
Examples of projects that our students have been working on:
• Fashion Forecasting: How small store buyers gain advanced knowledge of trends• Childrenswear and the importance of character recognition for sales• The boutique start-up: What beginners need to know for success in the Chinese middle market• Report on marketing methods deployed by luxury watch companies• The redevelopment of jade as a precious stone in gi� giving• L’Oreal – marketing of a new beauty product for the Chinese consumer• Analysis of Online Fashion and Lifestyle company MIXR website: fashion and functionalities
The Capstone Project is a common aspect of the taught postgraduate courses at IFA Paris. It is an integrative experience in which students bring together much of the knowledge and skills acquired and developed during their course. This project reflects the many ways students at IFA Paris connect with business information, media communications professionals, and valuable assets within the fashion, textile and luxury sectors. Students may pursue a research-oriented, an interactive ethnographic, or business management-oriented Capstone. The Capstone experience is also student-directed, meaning that students take responsibility for identifying and defining a problem to work on, developing the approaches and methods needed to address the problem, carrying out the investigation independently, and presenting findings in both oral and written forms for examination.
The Capstone Project is a culminating project, wherein students are expected to demonstrate how they have used information as a tool for transformation in their personal, academic and professional lives. The work can take the traditional form of an extended essay or thesis of between 15,000 to 18,000 words, or 3,000 to 5,000 words, for an ethnographic or commercial project-based report outlining the rationale for the development of the project, the research methodology and reflecting on its progress. This project, arching over much of the academic year, may be the most ambitious research and writing e�ort students have yet undertaken. It is assessed as a main component of study, an evidence of progress, time and team management skills, as well as an achievement of learning outcomes. Consequently, it carries a high credit tari� of 20 ECTS credits and accounts for 30% of the final grade.
Jean-Claude RoustantGraduated from Euromed Management school and IAE Paris I- Panthéon Sorbonne, Jean-Claude Roustant is a specialist in the luxury business. He was retail training director at LV for 13 years and is considered as a key person in the development of the worldwide LV culture. He had responsibilities in the fine watchmaking business in Switzerland, first at Ebel (trainings and events), then as general manager of the AIHH (Association of 11 of the finest watchmaking brands and of 200 best retailers in the world), and also at the foundation for fine watchmaking (FHH) in Geneva. He also intervenes for di�erent luxury brands such as Relais et Châteaux worldwide, Bonpoint, Caran d’Ache, Sofitel Worldwide and Chanel.
Matthew Spooner Matthew Spooner graduated with his MA in Asia Pacific Policy Studies from the University of British Columbia and his BA in International Relations from the University of Calgary. As managing director of Crescendo Communications Consulting and committed Toastmaster, he has a passion for empowering others to succeed by providing training solutions focused on Communication, Cross-cultural, Customer Service, Professionalism, and Presentation Skills. Matthew has trained over 3,500 professionals at both domestic Chinese and Fortune 500 companies, including Cisco, KPMG, Aerospace and Unilever. His strength resides in mastering his topics and providing analytical and stimulating materials that encourage creative thinking as well as personal development.
Soline D’abovilleSoline D’aboville graduated from l’École Nationale Supérieure de Arts Décoratifs in France. In the earlier years of her career, she cooperated on a regular basis on various creative projects with brands such as Christian Dior, Louis Vuitton and Le Coq Sportif. More recently, she was art director of cognac Hennessy, a limited edition exhibition of Guerlain LVMH in Paris, and an exhibition of high-end jewelry and store window display for Chanel. She also contributed to space design for a Louis Vuitton exhibition of old belts in Barcelona and window display of Cartier stores in Paris. Soline has also put her hands on setting up the visual communication for the launch of the new perfume Volute for Diptyque.
Selvane Mohandas du MenilSelvane Mohandas du Menil is a graduate from three of France’s most famous schools, HEC, Science Po Paris and IFM Paris. Fluent in French, English, Spanish and Italian, Selvane has worked all around the world and has proven his expertise in the areas of luxury, global consumer culture and international business development. He has not only given lectures in academies such as International University of Monaco and IFM Paris, but also held a variety of key positions in a number of leading luxury companies like L'Oréal, Baracoda and Louis Vuitton. Now Selvane is the manager for Franchises EMEA and Wholesale UK, Eastern Europe and Asia at Yves Saint Laurent.
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Faculty
*Lecturers are subject to change.
Susan Jenkyn JonesSusan Jenkyn Jones graduated from the well-respected fashion and textiles school at Middlesex University followed by a postgraduate at the Royal College of Art in the UK. She has continued her design pursuits and research achievements with some of the world’s top academies. Her manual “Fashion Design”, published in 14 languages and now in its 3rd edition, is a best seller around the globe. A�er her teaching career of almost two decades as course leader of Fashion Design & Knitwear at Central Saint Martins and then as course director of MA Digital Fashion at London College of Fashion, Susan has recently joined IFA Paris as director of academic quality and is bringing her wide academic experience and passion for fashion education to our students.
Adile CretallazAdile Cretallaz was born and raised in Turkey, educated in France and Germany, and worked in the Middle East, Australia and Asia. She is an expert in global leadership, cross-cultural business, management, logistics, sales and marketing. She holds degrees in Philosophy from Ludwig Maximillian University of Munich, in Literature from University of Strasbourg, a diploma in Fashion Design from LaSalle College International (Canada), and a CPCP, Professional Coach Certification, from the International Coach Academy (USA). Founder and director of LSL Consultancy, Adile has worked with the following clients among others: Chanel, Tod’s, Bulgari, Swarovski and L’Oreal Luxury. Adile has also worked for over 15 years with di�erent hotel groups including Accor, ITT Sheraton and Intercontinental.
Aleksandra OlenskaFollowing several years assisting at Dazed & Confused magazine, Aleksandra Olenska honed her style on the MA at Central Saint Martins, whereupon her talent was immediately picked up by 10 Magazine, Italian Vogue, W and Self Service, among others. Her idiosyncratic approach has appeared on the catwalks for Clements Ribeiro, Peter Jensen and Roksanda Ilincic, just to name a few. She has created instillations for SHOWstudio, a line for Topshop, and provided consultancy services for brands including Céline, Daks London, Pringle, Tom Ford and Vanessa Bruno.
Fériel KarouiFériel Karoui studied at IFM Paris and also holds a degree in Communication Studies from ISCOM Paris. A globetrotting consultant, trendsetter, journalist, photographer and graphic designer, Fériel actively participates in cultural exchanges and is interested in the society’s constantly evolving fashion, art and design scene. She's been working for more than 10 years as a trend and colour consultant, with a first experience at Promostyl in Paris and Shanghai before founding Maison Yearling 2 years ago. She's been working since with L'Oreal, Nelly Rodi, Stylesight, Hermès, and Serge Lutens, and is a contributor for several publications.
Intake • Admission to the course is limited to around 25 students per class.• Start: November 2013.• Deadline for Application: Priority list before May 30th. A�er May 30th any applications will only be considered as long as there are still places available in the chosen course.
Course Length and LocationThe course runs for 40 academic weeks, including:30 weeks in Shanghai + 8 weeks in Florence + 2 weeks in Paris.
Admission Requirements• Bachelor education, preferably in marketing, business administration, media and communication or fashion design. For those who lack undergraduate education, at least 5 years of relevant working experience is a prerequisite for admission. • Preferably 2 years of working experience in a related field.• Fluency in English. Non-native English speakers should provide an IELTS score of 6.5 in average.
Application ProcessAll applicants must:• Fill up an Online Application Form.• Provide all required documents including motivation letter, CV/Resume, university certificate, university transcript, passport copy, passport photo and IELTS score (if required).• Take a 2-hour admission exam and an interview. • Complete an application fee of €150.
CredentialsUpon satisfactory completion of the entire course, students receive a MBA in Luxury Brand Management issued by IFA Paris and a Masters in Luxury Brand Management from POLIMODA srl..
Student BodyBy bringing together a diverse, international group of students, IFA Paris gives students the opportunity to gain a global perspective on fashion. Students across the world have been part of the unique learning experience made possible through IFA Paris. To date, our courses have enrolled students from: France, Italy, Spain, USA, Canada, Australia, Germany, UK, Mexico, Brazil, Russia, Colombia, Lebanon, Saudi Arabia, Nigeria, Ghana, India, Thailand, Singapore, Malaysia, Indonesia, and China, only to name a few. Career OptionsThe MBA/Masters in Luxury Brand Management prepares graduates for careers in positions with fashion and luxury brands and marketing and communication agencies including:• Brand Manager• Communication & Events Manager• Strategic Marketing Analyst• Marketing Communication Manager• Product Development Manager• Retail Network Manager• Buyer• Visual Merchandiser• Showroom/Store Manager
Tuition Fee: €14,800
Details
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