The Luxury Education Foundation Collaboration Presents New Strategies for Key Luxury Brands

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The Luxury Education Foundation Presents an Interdisciplinary Collaboration between Columbia Business School and Parsons School of Design at The New School.

On December 7, 2016, The Luxury Education Foundation will host the final presentations of “The Design and Marketing of Luxury Goods,” its interdisciplinary program with Columbia Business School and Parsons School of Design at The New School, where students collaboratively develop concepts for some of the world’s leading companies. Co-taught by both schools, this year the course features projects from Audemars Piguet, Carolina Herrera, DEPARTURES, Marclaren and Oscar de la Renta.

“Each year new projects ignite these young, talented students to explore the luxury industry and provide a unique perspective that results in fascinating ideas. The culmination of knowledge, curiosity and ingenuity guides these students into what we believe will be the future leaders of luxury.” – Robert Chavez, Chairman of the Luxury Education Foundation and President & CEO at Hermès of Paris, Inc.

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Audemars Piguet’s Project

Participating companies bring this semester-long course into play as an incubator for new
ideas. Audemars Piguet’s project focuses on models of communication for new concepts and events to complement the brand’s global expansion of boutiques, where clients can enjoy a refined and exclusive experience.

Carolina Herrera Project

Carolina Herrera challenges students to position the company for a future by leverage of social media and digital marketing strategies while maintaining this bridal brand’s heritage of elegance and refinement.

DEPARTURES Project

The DEPARTURES project focused on efforts to enhance the value of membership offered and reach out to a new, emerging, target audience through a variety of strategies. Maclaren’s team worked on developing a mobile retail concept that would support the launch of a new product range while amplifying the brand’s core values to a Generation M audience with a focus in Asia, by evaluating various distribution channels and marketing techniques.

Oscar de la Renta Project

The Oscar de la Renta project wished to emphasize its long-standing heritage as it adapted to new consumer standards and tastes: focusing specifically on the strategic impact of making a logo change.

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Partnership for Real-World Projects and Education

Columbia Business School is excited to continue its long standing partnership with the
Luxury Education Foundation. This distinctive program provides our students the
opportunity to collaborate with senior executives at luxury brands on new ideas and
solutions for real-world projects. As a result, students are able to translate strategy into
actionable opportunities and have an impact on the brand – consumer relationship. This
relationship is a major contributor to Columbia Business School’s place as the leader for
retail and luxury goods business education.– Michael Malone, Associate Dean for
MBA/EMBA Programs.

Teams of eight composed of both Columbia Business School MBA students and Parsons
interdisciplinary design students work closely with top executives from the participating companies to develop their strategies and concepts. The course is designed by Ketty
Maisonrouge, Adjunct Professor at Columbia Business School and President of the Luxury
Education Foundation, and taught alongside Parsons’ Assistant Professor, Jessica Corr.

Innovative Approach in Luxury Education

“Through Parsons’ longstanding partnership with the Luxury Education Foundation, students work with industry partners — in this case, some of the world’s most influential design brands — to design innovative products and strategies in a collaborative, crossdisciplinary environment,” said Joel Towers, Dean of Parsons School of Design at The New School. “We are grateful for this incredible opportunity — a reflection of our innovative approach to education and our joint commitment with LEF to educate the next generation of designers.”

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Scholarships Announced

The Luxury Education Foundation will announce the recipients of its 2016 Scholarship:
Khaled Boughanmi and Rachel Meng both PhD Candidates, Columbia Business School,
and Drishti Gangwani and Faris Mourad from Parsons School of Design. The LEF Scholarship program was established to provide annual scholarships to students at Columbia Business School and Parsons who exhibit an extraordinary level of leadership and innovation in their work, and whose accomplishments are a testament to their commitment and talent in their respective fields.

Scholarship recipients will receive awards from LALIQUE, the official award purveyor of
The Luxury Education Foundation Scholarship. This year, the recipients will receive a LALIQUE clear heart paperweight. Created in LALIQUE’s signature satin-finished crystal, these hearts represent the love and dedication to craftsmanship, the heart and soul of all
luxury brands.

This year’s 2016 Students’ Final Presentations are generously sponsored by
DEPARTURES. DEPARTURES is a member of LEF’s Advisory Board.
About Parsons School of Design at The New School Named one of the top design schools for creative talent by BusinessWeek, Parsons School of Design is one of the most prestigious and comprehensive degree-granting colleges of art and design in the nation. Parsons BBA in Design and Management blends traditional business courses with others emphasizing the strategic importance of product design innovation, sustainable business models, and business creation. Parsons has a long history of engaging leading corporations to develop design solutions for real-world business challenges, including Samsung, Siemens, Daimler AG and Microsoft. For more information, please visit http://www.parsons.newschool.edu.

About Columbia Business School Columbia Business School is the only world-class, Ivy League business school that delivers a learning experience where academic excellence meets with real-time exposure to the pulse of global business. Led by Dean Glenn Hubbard, the School’s transformative curriculum bridges academic theory with unparalleled exposure to real-world business practice, equipping students with an entrepreneurial mindset that allows them to recognize, capture, and create opportunity in any business environment. The thought leadership of the School’s faculty and staff members, combined with the accomplishments of its distinguished alumni and position at the center of global business, means that the School’s efforts have an immediate, measurable impact on the forces shaping business every day. To learn more about Columbia Business School’s position at the very center of business, please visit http://www.gsb.columbia.edu.

About The Luxury Education Foundation Established in December 2004, the Luxury Education Foundation is a public not-for-profit organization that focuses on educational programs for undergraduate and graduate students in Design and Business related to the creation and marketing of luxury goods. LEF programs provide students with various platforms to engage with senior executives in leading luxury firms to understand and appreciate the unique properties of this industry.For more information visit http://luxuryeducationfoundation.org/

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