Objective

As a specialized track in luxury brand management, the objective of the Chair is to prepare students to become efficient brand managers in the luxury industry. More specifically, the chair gives the students a global overview of the strategies as well as the challenges involved with managing of luxury brands. By analyzing all aspects of brand management, ranging from product development to merchandising, distribution, client development and retail, students will be exposed to managerial and operational issues involved in managing of a luxury brand. In addition, the LVMH chair exposes students to all 5 sectors of the luxury industry including: Fashion and leather goods, Watches and Jewellry, Wine and Spirits, Perfumes and Cosmetics, and Selective Distribution, which provides students with a global perspective of the luxury industry as well as the specificities involved in managing of each sector.

The LVMH Chair combines:

• Practical knowledge related to various dimensions of luxury brand management and marketing (including product development and design, operational marketing and merchandising, marketing communication and digital, and distribution and retail) through lectures given by senior executives and managers from the LVMH group;

• Theoretical knowledge on the business of managing luxury brands, luxury retail and distribution through lectures given by ESSEC professors; and

• Hands-on experience through a field project with one of the LVMH brands and a professional internship.

Mission

The LVMH-ESSEC Chair aims at fulfilling three main goals:

• Provide all students who present motivation and skills to work in the luxury industry with an excellent opportunity to learn more about management and marketing issues related to this industry;

• Work closely with luxury brands and assist them in becoming more competitive within their industry worldwide;

• Develop relevant academic research on luxury brand management.