LVMH and SKEMA: Pioneering Luxury Education in Dubai
Introduction to the Collaboration
LVMH, the world’s largest luxury conglomerate, has formed a strategic alliance with SKEMA Business School to launch an innovative luxury education track in Dubai. This initiative aims to mold the next generation of leaders in the luxury industry, highlighting Dubai’s growing prominence as a hub for luxury and education.
What the Partnership Entails
This partnership will lead to the establishment of a Retail Excellence & Client Relationship Management qualification. By focusing on retail—a critical facet of LVMH’s business—the program intends to equip students with the skills and knowledge vital for thriving in the evolving luxury landscape. The agreement marks a significant step in enhancing Dubai’s reputation as a leader in international luxury education.
Projected Growth of the Luxury Market
The luxury market in the United Arab Emirates is on a remarkable trajectory, expected to reach $5.39 billion by 2029. Dubai plays a pivotal role, generating 30% of the luxury market’s revenue in the Middle East. This economic insight underscores the urgency and relevance of investing in luxury education to cater to the demands of this lucrative sector.
Existing Programs at SKEMA
SKEMA Business School has been no stranger to luxury education; it has been offering a Luxury Digital Marketing & Strategy program in partnership with New York University since 2021. This program allows students to experience a semester in New York followed by a semester in Paris, demonstrating a global approach to luxury training that SKEMA is keen to build upon with this new collaboration.
Commitment to Excellence
Pierre-Julien Bousquet, LVMH’s group global VP of people engagement, expressed that this partnership reflects the company’s dedication to shaping future talents in luxury retail. The training program will align seamlessly with the dynamic changes in the luxury industry, offering students exposure to the essential expertise and philosophies that define LVMH’s operations.
Course Overview and Structure
Starting this fall, the Retail Excellence & Client Relationship Management course will be conducted entirely in English. LVMH will take an active role in the course, offering lectures and masterclasses on a variety of crucial topics. These include:
- E-commerce and retail trends
- Sales performance strategies
- Client experience and UX design
- Merchandising and exclusive events
- The application of AI in enhancing in-store experiences
Hands-On Learning Opportunities
Students will engage in interactive learning through roundtables, guest talks, and visits to LVMH’s flagship stores in Dubai, facilitating a robust connection with the luxury industry. Additionally, a four- to eight-month internship will provide direct immersion into the daily workings of luxury retail, ensuring a practical understanding of the concepts discussed in class.
Addressing Industry Needs
Alice Guilhon, SKEMA’s dean and executive president, alongside Emmanuelle Rigaud, director of the MSc in Global Luxury and Management, emphasized the importance of developing true experts in client relationship management. This program not only responds to immediate needs of luxury industry players but also tackles the strategic challenges that lie ahead, ensuring graduates are well-prepared to excel.
Regional Developments in Luxury Education
This initiative isn’t unique to Dubai. The Saudi Fashion Commission has also been active in luxury education, partnering with Paris’ top fashion and luxury management school, IFM, to create specialized training programs. These efforts are part of a broader shift in the region towards fostering talent in luxury management.
SKEMA’s Global Presence
With a diverse student body of 11,000 students from over 130 nationalities, and 60,000 alumni spread across 145 countries, SKEMA Business School is recognized as a leading educational and research institution. It aims to equip students not just with academic skills but also a commitment to sustainable transformation in the business world, particularly in luxury sectors.
This collaboration between LVMH and SKEMA heralds an exciting new chapter in the luxury education landscape, reinforcing Dubai’s stature as a key player in shaping the future of luxury management.
