Study Trip to Italy: A Deep Dive Into the Milanese Luxury Sector

Our Master of Marketing: New Luxury and Art de Vivre organized his traditional study trip to Milan in June.

For four days, the students in the first year of luxury marketing were able to deep dive into the Milanese luxury sector through conferences, cultural and company visits as well as meetings with Italian luxury professionals.

After one semester of academic studies and business cases with French maisons, this field trip is a perfect opportunity to discover the specificities of Italian luxury, to discover iconic brands and, unique Italian know-how and design.

HIGHLIGHTS AND VISITS

This year, the study trip began with a guided tour of Fondazione Prada to reflect upon the link between luxury and culture and more specifically luxury and contemporary art and architecture.

A presentation of the business perspectives of the luxury sector with Bain & Company with Fabio Fratta gave students an excellent overview of the global luxury industry, its outlook, and, its challenges.

A very insightful class with professor Luca Visconti followed by a "Luxury Safari" allowed students to discover brand identities, codes, and, territories of some outstanding Italian luxury brands also in their retail spaces.

The production sites near Milan: Louboutin and Roveda, where the students had the opportunity to see the production lines of iconic shoes – Louboutin and Chanel.

At the beautiful Serapian headquarters students discovered the history and heritage of Serapian, they could observe and even try out the unique mosaïco-technique developed by the Maison and perpetuated by highly skilled craftsmen. 

It was also for all of us the opportunity to discover Zegna, at the Monte Napoleone Global Store: a great opportunity for the students to learn more about this iconic menswear maison, its values, its innovation…

To conclude this study trip, students enjoyed also a private visit to the Hotel Bulgari with its architect Roberto Mariani to admire the exceptional environment created for the clients of luxury hotels and get a better understanding of brand diversification into hospitality.

A warm thank you to our partner companies Chanel, Christian Louboutin, LVMH, Richemont, and Saint-Laurent whose generous support contributed to the success of this new edition of our study trip.