Embed Size (px)
Citation preview
MBA Luxury Brand ManagementInternational Fashion Academy
Shanghai | Paris | Bangkok
facebook.com/IfaParisFashionSchool18-24 Quai de la Marne, Paris, France350 Xianxia Road, Shanghai, China
[email protected]/LuxellenceCenter19th Floor, Tara Sathorn Buidling
119 Soi Sathorn 5, South Sathorn Road, Bangkok+662-648-2941-2
2
Introduction
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’s MBA in Luxury Brand Management allows students to pursue postgraduate
education entirely taught in English in Shanghai, Paris and Bangkok in cooperation with
Luxellence Center in a year. This unique course allows students to build career skills and gain a
full understanding of all aspects, opportunities and challenges of working in the luxury and
fashion industry today. Paris as the world’s undeniable luxury and fashion capital is the perfect
location for such a course; while Shanghai is the luxury industry’s fastest emerging market; and
Bangkok is the world’s top tourist destination.
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
4
Paris School
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 tripled 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.
96
Historically, Paris holds a special place at the top of the fashion world as fashion’s birthplace. It
has launched some of the 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
Right: Pont Alexandre III and the Invalides
8
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 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 trends and lifestyle
of Shanghai.
910
Shanghai is an open and extroversive metropolis and its stealthy ascent into the premiere ranks
as a world fashion capital is undoubtedly a serious mission. 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.
Shanghai
Right: Shanghai’s Financial District, Lujiazui
12
Established in January 2012, Luxellence Center is Thailand first and most exclusive center that
aims to provide knowledge and expert consulting services to both local and international luxury
brands, while encouraging knowledge-sharing and networking.
Luxellence Center o�ers a variety of products and services to facilitate luxury brands and new
businesses in entering and competing in this dynamic and fast-moving industry. The center, in
joint collaboration with renowned educational institutes, has co-developed a range of programs
and activities to serve our partners. Such programs and activities include professional manage-
ment programs and educational programs, both short courses and degree programs. The
center also o�ers bespoke research-based training solutions tailored to the needs of each
individual professional or business.
The ultimate goal of the center is to be a forefront luxury knowledge hub that provides excel-
lence strategic consultation to luxury companies across the luxury sectors, including fashion,
jewelry & watches, health & beauty, hospitality, automobile, aviation and others within Thailand.
Already a prime shopping destination in Southeast Asia, Bangkok's rapid growth of luxury retail
will soon be heightened by the upcoming Asian Economic Community (AEC) in 2015, promising
an influx of billion populations with unprecedented purchasing powers. The capital will
undoubtedly emerge as the core fashion hob of Asia in the years to come. In Bangkok, students
will be opened to valuable opportunities of relationship establishment with Luxellence Center's
abundance luxury networks.
Luxellence Center, Bangkok
Our Luxury Brand Management course covers a wide range of modules in the following areas:
Course Structure
15
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%
17
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.
Work-Based Learning / InternshipStudents will have the opportunity to intern at leading local and international luxury companies
through Luxellence Center extensive networks.
Teaching and Learning Methodology
18
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.
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.
*Modules are subject to change. For a complete list of modules please visit our website at ifaparis.com
*Lecturers are subject to change. 21
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, worked on 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, Sciences 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 Institut Français de la Mode, 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.
FacultySusan 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.
23
Intake • Admission to the course is limited to around 25 students
per class
• Start: October
• Deadline for application: Priority list before May 31st.
A�er May 31st any applications will only be considered as
long as there are still places available in the course.
Course Length and LocationThe course runs for 40 academic weeks.
Shanghai: October - December 14 weeks
Paris: January - March 12 weeks
Bangkok: May - July 14 weeks
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.
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 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
