IFA Paris's MBA Luxury Brand Management in Shanghai, Paris, and Bangkok in cooperation with Luxellence Center. The First Thai-Franco-Sino Class of Luxury Brand Management program happening in Bangkok!!! For more information, please contact 02-648-2940-2
1. ifaparis.com
info@ifaparis.com
ifashion-blog.com
facebook.com/IfaParisFashionSchool
18-24 Quai de la Marne, Paris, France
350 Xianxia Road, Shanghai, China
luxellencecenter.com
luxellence@luxellencecenter.com
facebook.com/LuxellenceCenter
19th Floor, Tara Sathorn Buidling
119 Soi Sathorn 5, South Sathorn Road, Bangkok
+662-648-2941-2
MBA Luxury Brand Management
International Fashion Academy
Shanghai | Paris | Bangkok
2. Introduction
International Fashion Academy, better known as IFA Paris, offers 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
offers 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.
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Cover: 2012 Bachelor Fashion Design Graduate Qinbiao Wu’s Work
Right: Yacht Club interior design by architect Jean-Pierre Heim. www.heimdesign.com
3. Paris School
IFA Paris was established in 1982 to combine French fashion heritage with the modern globalized
world. As the only school in Paris offering 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 offerings, 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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4. Paris
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.
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Right: Pont Alexandre III and the Invalides
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5. 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 offers 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, office 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.
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6. Shanghai
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.
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Right: Shanghai’s Financial District, Lujiazui
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7. Luxellence Center, Bangkok
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 offers 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 management programs and educational programs, both short courses and degree programs. The
center also offers 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 excellence 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.
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8. Course Structure
Our Luxury Brand Management course covers a wide range of modules
in the following areas:
Course Components and Weighting
Industry
Contact
7%
SocioCultural
7%
Personal &
Professional
Development
11%
Luxury
Environment
26%
Marketing &
Business
Management
Issues
23%
9%
Capstone Project
17%
The total student workload for the course amounts to an average of
1,500 hours (equivalent to 80 ECTS-credits) divided as follows:
1,500h
Lectures + Self-Study
1,150h
Total Student Workload
80 ECTS
Lectures + Self-Study
70% OF FINAL GRADE
60 ECTS
Business Issues
Total Student Workload
6 ECTS
Luxury Environment
20 ECTS
Marketing & Management
20 ECTS
Personal & Professional Development
Capstone
Project
250h
Industry
100h
8 ECTS
Socio-Cultural
6 ECTS
Capstone Project
30% OF FINAL GRADE
20 ECTS
*Numbers are given as indicative information and can be subject to change
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9. Teaching and Learning Methodology
Lectures
Lectures 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-study
Self-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 / Internship
Students will have the opportunity to intern at leading local and international luxury companies
through Luxellence Center extensive networks.
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10. Strategic Marketing
Modules
Professional Skills & Etiquette
This 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.
Communications
Using 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 Markets
Growth 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 Segments
This 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.
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Branding
Consumer Psychology
Retail Management
This module critically analyses and reflects on marketing
strategies for luxury brands in a variety of industry sectors,
and provides a rigorous outline to effectively manage
luxury brands. The module looks at the differences 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.
This 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 effective
marketing
activities
and
consumer
relationship
management for their target markets, and how consumers’
buying patterns are created.
Buying and Merchandising
This 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 different 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 Management
Design 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, efficient 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
Students 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.
This 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 staffing, 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 Strategy
This 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 & II
The importance of consumer interactions, tracking sales and
the effects 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 effective
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.
11. Susan Jenkyn Jones
Jean-Claude Roustant
Faculty
Susan 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. After 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.
Graduated 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 different luxury brands such as
Relais et Châteaux worldwide, Bonpoint, Caran d’Ache, Sofitel
Worldwide and Chanel.
Adile Cretallaz
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.
Adile 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 different hotel groups including
Accor, ITT Sheraton and Intercontinental.
Matthew Spooner
Soline D’aboville
Following 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.
Soline 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.
Fériel Karoui
Selvane Mohandas du Menil
Aleksandra Olenska
Fériel 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.
*Lecturers are subject to change.
Selvane 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.
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12. Details
Intake
Credentials
• Admission to the course is limited to around 25 students
Upon satisfactory completion of the entire course, students
per class
receive a MBA in Luxury Brand Management issued by IFA
• Start: October
Paris.
• Deadline for application: Priority list before May 31 .
st
After May 31st any applications will only be considered as
Student Body
long as there are still places available in the course.
By bringing together a diverse, international group of
Course Length and Location
students, IFA Paris gives students the opportunity to gain a
global perspective on fashion. Students across the world
The course runs for 40 academic weeks.
have been part of the unique learning experience made
Shanghai:
October - December
14 weeks
possible through IFA Paris. To date, our courses have
Paris:
January - March
12 weeks
enrolled students from: France, Italy, Spain, USA, Canada,
Bangkok:
May - July
14 weeks
Australia, Germany, UK, Mexico, Brazil, Russia, Colombia,
Admission Requirements
• Bachelor education, preferably in marketing, business
administration, media and communication or fashion design.
Lebanon, Saudi Arabia, Nigeria, Ghana, India, Thailand,
Singapore, Malaysia, Indonesia and China, only to name a
few.
For those who lack undergraduate education, at least 5
Career Options
years of relevant working experience is a prerequisite for
The MBA in Luxury Brand Management prepares graduates
admission.
for careers in positions with fashion and luxury brands and
• Preferably 2 years of working experience in a related field.
marketing and communication agencies including:
• Fluency in English. Non-native English speakers should
• Brand Manager
provide an IELTS score of 6.5 in average.
Application Process
• Communication & Events Manager
• Strategic Marketing Analyst
• Marketing Communication Manager
All applicants must:
• Product Development Manager
• Fill up an Online Application Form
• Retail Network Manager
• Provide all required documents including motivation letter,
• Buyer
CV/Resume, university certificate, university transcript,
• Visual Merchandiser
passport copy, passport photo and IELTS score (if required)
• Showroom/Store Manager
• Take a 2-hour admission exam and an interview
• Complete an application fee of €150
Tuition Fee: €14,800
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