Last week I attended Columbia Business School and Parsons Students’ Final Presentations which featured their fall 2012 case studies from the CBS class Design and Marketing of Luxury Products. There in attendance were CEOs and top representatives from Chanel, Hermès, Loro Piana, Pomellato and Van Cleef & Arpels, with whom the students had worked all semester.
The class is taught by Professor Ketty Pucci-Sisti Maisonrouge from CBS, who also runs several luxury consulting companies, and Professor Jessica Corr, a high-end hospitality designer/consultant who teaches at Parsons. The class is through the Luxury Education Foundation, a non-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.
What struck me about the presentations was that most of the companies were looking for ways to integrate their online presence with the actual experience of a customer in-store. Some ideas included placing physical touch-screen computers in the fitting room, a “My Chanel” virtual closet to upload photos of yourself in your new Chanel wear, or my favorite “Share Your Love Story” cards for Van Cleef & Arpel’s bridal business.
It was a very exciting class, I might say! And it ended with a celebration and networking along with a gracious champagne donation from Moët Hennessy USA.