Short summary of the modules to be taught in the Study Abroad programme 2014/2015
Fall semester
Luxury Brand Management in the Fashion World: 4 ECTS
(Brand creation & management in the Paris Fashion world: core subject)
Course Objectives aim to develop a strong theoretical and practical understanding of Luxury Brand
Management and Luxury Brand Strategy. To develop an understanding of the French luxury market, luxury
management and luxury vision. To develop a strong understanding of Luxury values as expressed in Luxury
Brands. To develop for assessment a Luxury Brand Strategy that addresses key issues for the Luxury Industry
today.
Final Presentation - Luxury Brand Strategy
Luxury and Fashion Marketing in Paris: 4 ECTS
The Aim of the course is to provide students with fundamental knowledge of the luxury fashion industry and its
main players; marketing strategies for fashion brands and factors underlying success; consumer behavior with
an overview of main sociological theories; growth strategies for luxury fashion brands and the competition
from ‘fast fashion’. The objective is also to understand the luxury and fashion marketing approaches and new
trends. Analyze the different strategies implemented by luxury brands to combine profits and rarity based
brand image. Apprehend consumers’ behavior and attitude. Understand main sociological theories.
Aimed to enable students to critically analyze brands and their strategies; understand the main paradox that
rules the Luxury market: profit vs rarity management; comprehend main consumers’ behavior, needs & wants;
develop a group project. Analysis of a product & the marketing strategy in order to increase the turnover.
Marketing campaigns, the media & corresponding budgets. Pricing, quality and added value services.
Final team presentation.
History of Fashion: 3 ECTS
The background of Fashion built up through the ages in Paris depends on creative talents, specialised
manufacturing workshops and sales methods from the Middle Ages to Today.
The importance of Paris in the Fashion world throughout the ages leaves a strong inheritance for today’s
Luxury brands to rely on. Five centuries of Fashion and Luxury
The Luxury skills and Fashion trends under the influence of Versailles and the Royal court.
Between Industry and skilled workmen from 1770 TO 1850
Paris becomes the supreme capital of Fashion from 1800 to 1880. Haute Couture
1914 1944 the paradox of the European Luxury capital
1945 1955 the changing years, mass consummation, ready to wear and the American influence
Influence of London from traditional menswear to swinging London followed by American ready to wear; LA
and the hippies, New York; Italian Luxury since the 80s.
Japanese designers and the Japanese Luxury customer.
Final written assessment of 2 hours
Intercultural Management and Communication: 2 ECTS
In this course we go from the first encounter to working together. Knowing one’s & other’s culture means
knowing the rules of one’s game and the cultural indicators in order to adapt and negotiate one’s behavior
when working with people from other cultures.
Culture is looking at what we share; this knowledge is a key to success in this course.
Take initiatives and collaborate in multi-cultural work environments. Train to participate / conduct professional
interviews. Learn to make decisions. Understand communication issues in an organization
Final Team presentation
Visual Merchandising: 3 ECTS
This course is animated by Soline d’Aboville who is the artistic director of Manymany. Through time, she
explored a lot of different kinds of experiences in luxury brands that she shares with the students. This
professional background is the key element of this visual merchandising session: going back to the creative
process, she explores with them the key points of this kind of practice.
This module is supposed to give key knowledge about visual merchandising: through the evocation of creation
process and using many visual examples, students are supposed to get the main information about the 3 roles
of a visual merchandiser (store planning, inside display and window display).
Global overview and know-how of store environment and visual merchandising role
Understanding of the methodology about dealing with an international network of stores
The last session is for the final oral evaluation.
Developing Markets : Menswear & Sportswear Trends : 3 ECTS
The importance of the sector in France & in the World. The evolution of male identities and the Male
consumer. Analyse of men’s taste related to their ‘way of life’. Male buying habits. Different garments, styles
and latest trends. Men’s brands. Accessories and shoes. Distribution canals. Future dangers and risks. Future
prospects in France and worldwide.
Final Team presentation
Lingerie Market: 3 ECTS
This class aims to help students discover the lingerie sector with it manufacturing & distribution complexities.
Discovery and analysis of the market and the Brands & the styles. Understand the products, their manufacture
& the consumer behavior. Analyse the distribution methods.
Short report on specific brands and their distribution networks
Retail Merchandising : 3 ECTS
This course explains the grounding in Fashion Merchandising from analysing seasonal sales to budgeting and
planning the lines for the new season. The retail distribution process is tackled. Objectives to help them
understand the different steps in season planning and develop student’s ability to analyse sales results and
conduce them to take decisions. Analytical numerical and excel skills are necessary. Classes based on theory
and practical cases to place the students in the most realistic situations. Theory is followed with exercises and
excel applications to learn to efficiently present their projects.
Final assessment group project of organisation and management of a chosen Fashion sector boutique with
analysis of choice and 3 year budget and plan.
Wholesale Distribution: 3 ECTS
Introduction to wholesale distribution in different fields; interior design, fashion or perfumery.Case studies of
existing brands and presentation from professionals in the luxury market.
Lectures on luxury wholesale distribution topics outlined in the course structure with in class group exercises;
presentations from industry professionals. In class and home assignments including group activities and reports
analyzing brands in class.
Assessment includes a report on the presentations from industry professionals; individual & group exercises in
and outside of class & finally to submit a report analyzing the brands profiled in class.
Language classes for
a) beginners &
b) intermediate level of French as a foreign language: 2ECTS
The main aim for the beginners group is to understand the basic notions of conversation and being able to
independently deal with everyday problems. Also to learn basic vocabulary including clothing and descriptions
for Fashion.
The main aim of the intermediate group is to practice conversation and interview situations to be ready to
understand questions and to be able to answer them in a work situation.
Written and Oral assessment at end of each semestre
Spring semester
Luxury Brand Management in Global markets: 4ECTS
(Globalization of fashion (seen from luxury sector point of view))
Course Objectives aim to develop a strong theoretical and practical understanding of Luxury Brand
Management and Luxury Brand Strategy in a Global Market.
To develop an understanding of the major luxury markets, luxury management and luxury visions.
In depth analysis of BRIC markets as well as Indonesia/Malaysia, Australia, Middle East, South American and
African luxury markets
In depth analysis of HNWi global markets and emerging youth luxury markets
To develop a strong understanding of cultural Luxury values as expressed in Luxury Brands
To develop for assessment a Luxury Brand Strategy that addresses key issues for the Luxury Industry today in a
key global market.
Final Presentation - Luxury Brand Strategy in a Key Global Luxury Market
Luxury and Fashion Marketing throughout the World : 4 ECTS
This class aims at understanding Luxury Brand’s marketing strategies in different countries.
This includes developing an understanding and the practice of Luxury brand’s in a Global market and the
prospects for the future. It also includes analyzing the world markets; BRIC, Malaysia, Middle East, South Africa
and African markets… Oral and individual research analyzing the main factors and recommendations.
Final assessment : the strategy of a Luxury brand on the Global Market
Purchasing Management: 2ECTS
Managing the key steps in the Acquisition Process. Getting the most out of the Supply Function and Improving
the Organisation through Strategic procurement.
Being able to set up a cost matrix covering all costs to achieve Total Cost of Ownership through Life Cycle
Costing. Knowing the whole cost structure will help students to get the Most out of the relationship with their
suppliers through early involvement of these suppliers.
Through excel application students learn to achieve accurate costs at each step of the acquisition process
<from design to disposal>
Continuous assessment counts for 40% of the final grade. Final written assessment 60%
Trends in Leatherwear & Accessories: 3 ECTS
Programme developed by specialist working with Trend agencies with specific strategies for Shoes,
Leatherwear & Eyewear. This class gives a large view of the Accessory & Leather goods opportunities, as an
added value of the Global luxury market (from skin materials & prices to the collection plan elaboration).
Examples, case studies & courses are coming from real experiences or active methodologies.
2 types of Assessment: each session a group presents a short report and final assessment is a complete report
about the extend strategy and launching of an accessory brand in a BRIC or a MIST.
Fashion Journalism: 3 ECTS
News stories. How to write a straight news story, structure, quotes and transitions. Feature stories.
Kinds of feature stories, narrative leads, technics of interviewing. Opinion writing: editorials.
Fashion show revues.
Assessment of each type of Story with an average of the 3 grades
Luxury brands open up into the Art of Living sector : 2 ECTS
Short course to discover the Art of Living sector with its Manufacturing methods and systems of distribution.
This area covers interior textiles for the bedroom, living room including table-wear and other decoration
accessories such a scented candles, lighting etc. Including Luxury Hotels involvement with the Luxury Industry.
Discovery and analysis of the market and the Brands & the styles involved. Understand the products, their
manufacture & the consumer behavior. Analysis of the distribution methods and the implications.
Short report on specific brands and the luxury brands identification.
Consumer Behaviour: 3 ECTS
Analysis of Luxury consumers and their buying behavior. Knowledge of the Luxury market trends and evolution.
Impact of emerging markets in the Luxury Industry. Masstige and the democriatisation of Luxury Fashion
Markets. Develop a closer understanding of certain overseas consumer behavior with examples taken from the
class nationalities with other case studies.
Short written commentary on changes in consumer behavior especially focusing on the Luxury Industry
E Marketing & Strategic Communication with Social Media : 3 ECTS
Aimed at Understanding major contemporary issues in the Fashion field with the ability to manage a fully
integrated communication approach with the relevant technics and channels to be used. Learning how to build
an integrated communication strategy to be able to identify the image and communicating in a digital world.
Working on interactive presentations. Innovating, building up notoriety and links. This helps the student to set
up a strategy of Communication using all the tools of web 2.
Assessment: Assessed by the Creation of an integrated communication solution for a product or for an event
with oral presentation & written paper.
Case Study : 4 ECTS
Team project working on development of a given brand, line or concept for an existing company : research and
surveys to confirm the projects viability with marketing and management strategies for innovating and facing a
key marketing question.
Competition mapping & positioning of a company
Analyze the collection or product and price positioning
Distribution analysis with Communication, Brand & logo analysis. Regular coaching from lecturer and
adjustments until
Final presentation in front of jury of Brand manager and school
Language classes for
a) beginners &
b) intermediate level of French as a foreign language: 2ECTS
The main aim for the beginners group is to understand the basic notions of conversation and being able to
independently deal with everyday problems; also to learn basic vocabulary including clothing and descriptions
for Fashion.
The main aim of the intermediate group is to practice conversation and interview situations to be ready to
understand questions and to be able to answer them in a work situation.
Written and Oral assessment at end of each semestre
NB in the Spring semestre there is usually the possibility to follow a History of Fashion programme also
History of Fashion: 3 ECTS
The background of Fashion built up through the ages in Paris depends on creative talents, specialised
manufacturing workshops and sales methods from the Middle Ages to Today.
The importance of Paris in the Fashion world throughout the ages leaves a strong inheritance for today’s
Luxury brands to rely on. Five centuries of Fashion and Luxury.