Discover the new challenges of communication in the Luxury Market

This joint program was co-created between two French schools with a foothold in Asia, ESSCA School of Management (Shanghai Campus) and EFAP School of Communication (Paris), academic partners since 2015. Fully taught in English, it aims at providing the knowledge and multicultural skills to enter the most prestigious luxury companies and brands in the world.

Based in Paris and Shanghai, this unique program opens new horizons to future generations that will need to work increasingly between several continents, EU, Asia, the Americas, and target Asian customers at home and traveling abroad. China’s Silk road projects are opening a new golden era of globalization.

With the experience of ESSCA in teaching management and Asian business, and the established network and communication expertise of EFAP, participants will have the opportunity to master the creative and managerial skills to enter luxury companies with high levels of demand.

All sectors are covered through projects, field visits, conferences and case studies on fashion & leather goods, wines & spirits, cosmetics & perfumes, hospitality & tourism, etc. This will enable our participants to understand the forthcoming strategic business challenges.

Brick-and-click retailers and consumer trends are studied through field projects and visits to stores and agencies. Welcomed by store managers of top brands (Patek Philippe, Louis Vuitton, Hermès, Dior, Chanel, Tiffany & Co., etc.), participants acquire an insider’s view on retailing issues. Conferences given by professionals enable participants to build a network between Europe and China, as well as understand cultural dimensions.

Whilst mainstream media, PR and storytelling continue to play an important role, sponsorship and new luxury marketing tactics have developed considerably. Furthermore, special events management has become an essential factor in luxury communication.

Learning how to manage tradition and modernity while integrating the latest trends in social media, participants will develop an acute vision, the ability to seduce tomorrow’s tech savvy luxury consumers, and learn the most advanced digital tools from China: Internet of Things (IoT), experiential retailing, etc.

Moreover luxury companies are increasingly integrating sustainability in their value chain, and CSR in their management. Therefore students will be trained to integrate these dimensions all through their projects, in

order to be responsible managers.

Shanghai is an innovative hub and a cosmopolitan metropolis, besides being the centre of trade and consumption in China. Based a few hours from Hong Kong, Tokyo, Singapore or Seoul, students can visit these thriving cities, and to do internships in Asia-Pacific, Europe, the Americas, or the Middle East.

Director of the Luxury & Innovation Institute
ESSCA Shanghai

EFAP Academic Director

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