K7LA 2040 - International Luxury Markets, with a Focus on China

This course aims to provide a transversal vision of the challenges specific to the luxury sector in its international environment. Luxury products are unique as they don't answer needs, they fulfill desires. If the former are universal, the latter are socio-cultural. Americans, French and Chinese may have the same needs, but they all have different desires. This class aims at explaining how brands need to master and leverage cultural understanding and market specificities to succeed. Between the need for consistency of a powerful global image and the other of adaptation to multiple environments and consumers, this class analyses the emergence and development of the luxury sector in developed countries as well as in emerging countries, with a focus on key socio-cultural markets in Asia and Africa. We will use a mix of business data (quantitative) and socio-cultural approach (qualitative) to understand luxury brands' success across the globe.

Jonathan SIBONI

Séminaire

English

None

Spring 2024-2025

• Participation (10%): Bring listening skills, curiosity to discover and happiness to the class • Interaction (40%): Individual expose on a current news or trend of luxury industry (revue de presse) (5 minutes) • Case (50%): Students will provide a case study of 8-10 slides (in duo)