The challenge has brought together the digital communication team* from the renowned French and international luxury brand Dior Couture and around 40 MSc students from the GLAM programme.
* Gary Pinagot (social media and e-reputation director), Lina Djoudi (social media and e-reputation strategic planner, a SKEMA 2016 MSc Fashion & Luxury Management graduate), Kevin Kol (social media project manager), Justine Provent (e-PR officer) and Virgile Bonnecarrère (e-influence officer).
The employees presented the history of the brand and its current digital communication approach by giving details of its strategies for social media, influence marketing, e-PR, and so on.
The Dior Couture team gave the students a challenge: to address one of the problems they face today, that is, how to incorporate Generation Z into the digital communication of a luxury brand, and especially into the sales strategy for their iconic “Lady Dior” bag.
For this process, the students will be required to think outside the box, as this is a genuine problem for the brand since it wishes to get closer to its current customer base, that is getting younger.
Emmanuelle Rigaud Lacresse (co-director of the Msc Global Luxury and Management) and Katrina Panchout (deputy director of the PGE and professor of marketing) will provide coaching and pedagogical support alongside managers from Dior Couture.
“This challenge creates an important dynamic for the programme. The students met for the first time on campus, as they had been working remotely until now. It also heralds the new approach of MSc GLAM which will have much more immersive teaching, like this example, intended to enable students to become more operational on the basis of collaboration between the academic aspect, the brand, and the students themselves,” says Emmanuelle Rigaud Lacresse.
The challenge will end on 11 and 16 March 2021 with a presentation on campus (if possible) of the results of the students’ work.