Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Olin B-School Students Tour Fashion Capitals to Study Luxury Goods Market

18.05.2011
Coco Chanel never took a marketing class, but she’s helping teach one this semester at Olin Business School, Washington University in St. Louis.

Students in the new course, “Luxury Apparel-Marketing B53” are examining case studies of brands that make up the $237 billion industry that has its roots in Chanel’s famous perfume and little black dress.

Researching the strategies, financials and business models of Europe’s prominent luxe apparel and accessory marketers is in preparation for a two-week tour of fashion’s Meccas — Milan, Rome, Paris and London — that will include meetings with executives from Armani and Prada to Hermes and Burberry.

During their stop in Paris, the 15 undergraduate students and their professor, Martin K. Sneider, will meet with Chanel’s president of fashion activities, Bruno Pavlovsky, and tour Coco Chanel’s private apartment above her legendary boutique at 31, Rue Cambon.

Burt Tanksy, former CEO and chair of Neiman Marcus Group, is serving as course adviser and providing valuable introductions to fashion houses from Italy to England for the class tour.

In a lecture to the class in April, Tansky talked about nurturing aspirational customers and what it takes to grow the luxury goods business. He also discussed the pressure designers face is coming up with quality products season after season.

During their European tour, May 15-28, teams of students will “adopt” a luxury brand to understand its positioning, marketing strategy and financial metrics. Teams will brief fellow students before visits to each fashion house and conduct interviews with brand executives.

Students also will be responsible for observing, evaluating and analyzing retail stores in each of the major cities visited.

The final project for the course will require an in-depth exploration of a critical issue or challenge facing the luxury goods industry and its key players. All projects will involve a situation analysis, financial modeling and outlook for the future resolution of the issue or challenge.

While in Europe, the class will travel to Rome, Solomeo, Milan, Paris and London to visit the fashion houses of Brunello Cucinelli, Armani, Zegna, Gucci, Loro Piana, Prada, Louis Vuitton, Chanel, Hermes and Burberry.

Editor’s note: Sneider and the students are available for interviews while in Europe. Reporters can request to accompany the group on visits to the fashion houses, pending approval of the host company.

To arrange interviews, or for a full trip itinerary, contact Neil Schoenherr at (314) 935-5235 or nschoenherr@wustl.edu

Neil Schoenherr | Newswise Science News
Further information:
http://www.wustl.edu

More articles from Business and Finance:

nachricht Europe's microtechnology industry is attuned to growth
10.03.2017 | IVAM Fachverband für Mikrotechnik

nachricht Preferential trade agreements enhance global trade at the expense of its resilience
17.02.2017 | International Institute for Applied Systems Analysis (IIASA)

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Giant Magnetic Fields in the Universe

Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.

The results will be published on March 22 in the journal „Astronomy & Astrophysics“.

Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...

Im Focus: Tracing down linear ubiquitination

Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.

Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...

Im Focus: Perovskite edges can be tuned for optoelectronic performance

Layered 2D material improves efficiency for solar cells and LEDs

In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...

Im Focus: Polymer-coated silicon nanosheets as alternative to graphene: A perfect team for nanoelectronics

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...

Im Focus: Researchers Imitate Molecular Crowding in Cells

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to simulate these confined natural conditions in artificial vesicles for the first time. As reported in the academic journal Small, the results are offering better insight into the development of nanoreactors and artificial organelles.

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

International Land Use Symposium ILUS 2017: Call for Abstracts and Registration open

20.03.2017 | Event News

CONNECT 2017: International congress on connective tissue

14.03.2017 | Event News

ICTM Conference: Turbine Construction between Big Data and Additive Manufacturing

07.03.2017 | Event News

 
Latest News

Gravitational wave kicks monster black hole out of galactic core

24.03.2017 | Physics and Astronomy

Researchers make flexible glass for tiny medical devices

24.03.2017 | Materials Sciences

Laser activated gold pyramids could deliver drugs, DNA into cells without harm

24.03.2017 | Health and Medicine

VideoLinks
B2B-VideoLinks
More VideoLinks >>>