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MKGS 31471 : LVMH Chair Seminar "Fundamentals of Luxury"

The seminar consists of a series of topics which are essential to luxury brand management. They will be given by professionals working at the LVMH group or the luxury industry at large. These are privileged opportunities for the students to interact with professionals who are eager to share their passion, experience and know-how. 


The topics include:


• Creation and design
• Product development (marketing and industrial)
• Supply chain management (logistics, purchasing, production)
• Operational marketing (customer relationship management, merchandising)
• Marketing communications (media relations, events management, public relations)
• Distribution and retail (E-commerce, wholesale, exclusive distribution)
• Counterfeit and legal issues
• Sustainable development and Corporate Social Responsibility (CSR)

Guest speakers list in 2011:


• Florence Rambaud, LVMH Corporate: Creation & Design/Brand DNA

• Joseph Salah, Parfums Christian Dior: Product Development Perfumes 

• Fanny Latimier and Pierre Desalles, Interparfums: Interparfums and the fragrance industry
• Junko Murakami, LVMH Corporate: The LVMH approach to Asian markets 

• Emmanuel Varin, Christian Dior Couture and Cyril Chanteloup, Louis Vuitton Malletier: Counterfeit of luxury products 

• Vincent Roussely, Sephora: CRM - E-Commerce Digital 

• Eléonore de Boysson, Louis Vuitton: Retail Excellence 

• Bruno-Roland Bernard, LVMH Corporate: LVMH Brand Communication

• Irina Manoliu, Moët & Chandon: Dom Pérignon, an iconic brand

The field project is to be conducted in teams of 5 students. It is designed in connection with one or several brands of the LVMH group. The project has to be completed in one term (max. 3 months).  The topics are related to luxury brand management issues.


Examples of previous field project topics with LVMH brands:

• Wines & Spirits - MHD France
  "Digital marketing opportunities in France in the context of the Loi Evin " (a restrictive regulation about advertising and communicating on alcoholic beverages in France).
• Sephora
  "Sephora - Mass brand or a selective brand?"
• Parfums Christian Dior
  "A Marketing case around Poison"
• Louis Vuitton
  "The world of travel at Vuitton: what expression, in the stores, in the collections, how to take steps further?"

After two terms of practical and theoretical learning, students are expected to embark on a 6-month internship in a luxury firm. It is a compulsory and necessary complement to the knowledge acquired in the Chair and should provide students with opportunities to develop their own professional skills within the luxury industry.



Each student of the Chair will be assigned to a tutor from the LVMH group during their time at the Chair. The role of the tutor is to provide each student with informal advice and guidance on how to develop his/her professional career in the luxury industry. 



Students will have opportunities to visit some of the LVMH production sites and/or prestigious places in the Fashion & Leather Goods, Wines & Spirits, and Perfumes & Cosmetics activities.
Previous visits include:

• Ateliers et Musée Louis Vuitton, in Asnières
• Christian Dior Couture
• Moët & Chandon, in Champagne
• Ruinart
• Ecole Lesage

Supported by the LVMH group, the Chair organizes a session of “Team Building” with the aim of helping students build stronger ties with one another.