THE PARTNERSHIP WILL LAST FIVE YEARS AND THE ACADEMIC POSITION WILL BE COVERED BY PROFESSOR EMANUELA PRANDELLI, DIRECTOR MASTER IN FASHION, EXPERIENCE & DESIGN MANAGEMENT - MAFED 2017. AMONG THE LAUNCH EVENTS, A COMPETITION AND A RECRUITING DATE FOR STUDENTS
The world leader in luxury, LVMH, and Bocconi University have signed a five-year partnership establishing the LVMH Associate Professorship in Fashion and Luxury Management, assigned to Emanuela Prandelli, Director Master in Fashion, Experience & Design Management - MAFED 2017 and Associate Professor of Management.
The Associate Professorship’s mission is the development of research, teaching and institutional activities at Bocconi, related to Fashion and Luxury Management. The results will be disclosed, at the end of each year, at the LVMH Days.
The Professorship was launched at the opening of the LVMH Days 2016. Professor Prandelli’s Lectio Inauguralis tackled the digital challenge in the luxury business. “The net effects of digital practices in the luxury market have always been difficult to measure”, the new LVMH Associate Professor said. “The trade-off between distance and closeness to users generates delicate questions on the opportunity of leveraging digital technologies in luxury business. An answer might come from framing user engagement through digital environments with some form of exclusivity and social distance”.
The LVMH Days have continued with the presentation to Bocconi graduate students of the LVMH Challenge, a competition on brand positioning with the involvement of one of the LVMH brands: Loro Piana. The students, divided into teams, will have to devise a strategy to re-engage the original customer bases in mature markets. Each member of the winning team will then have the opportunity to perform an internship at Loro Piana.
Bocconi students have then met the HR Heads of 11 Group brands at the LVMH Recruiting Date, an informal networking session during which the students can give out their CVs and collect valuable information about the Group’s brands and their recruiting policies.
“We are glad to deepen our relationship with LVMH”, says Bocconi Rector, Andrea Sironi. “This partnership will enhance Bocconi’s contribution to luxury management studies and will create new learning and employment opportunities for our students”.
“With this major partnership LVMH, world leader in luxury, marks its commitment and its willingness to exalt creativity and excellence, the founding values of its brands”, says Chantal Gaemperle, LVMH Human Resource Head.
The partnership is part of Group LVMH’s wider program of collaboration with the most prestigious top schools in the world.
LVMH has employed Bocconi graduates for many years and, since 2012, participates in many recruitment initiatives in Italy and abroad through Bocconi Career Service’s Associated Enterprises Program. Bocconi and LVMH have been collaborating in the field of experiential learning since 2010 through the Track in Luxury Business Management of the SDA Bocconi School of Management’s Full-Time MBA.