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MSc Global Luxury: Nicolas Evrard (Dior Parfums) to teach marketing

Published on 12 October 2021

Nicolas Evrard, country manager UK & Ireland at Christian Dior is to lecture in marketing on the MSc Global Luxury and Management. This is an excellent opportunity for the students, who will be able to benefit from the experience of a SKEMA alumnus with a broad background in luxury goods.

Nicolas Evrard is a top manager in the luxury sector, working for LVMH group. He started his career as a retail manager at L’Oréal, working for YSL Fragrances from 2006 to 2009, before becoming senior project manager at YSL Fragrances from 2012 to 2015. In 2015, he joined Parfums Christian Dior (LVMH), initially as fragrances France group manager, and was appointed country manager travel retail UK in 2019. His career path is clearly just as successful as the fragrances he markets! Evrard now works in the UK, where 90 people in a range of different roles report directly to him.

"LVMH has a special relationship with SKEMA"

He has been a member of the MSc Global Luxury and Management academic staff since 2017, and is now keen to share his experience with a new generation. "I really believe in the importance of passing on skills. I want my students to have a truly different experience. There needs to be an exchange of ideas, so that they can develop their critical thinking skills," he said. Beyond that, Evrard says that his role on the MSc Global Luxury and Management proves that LVMH invests the human resources and time to support the pool of talents that SKEMA represents. "Through the MSc Global Luxury and Management course, LVMH has a special relationship with SKEMA. We recognise the value and effectiveness SKEMA graduates contribute from their first day in the company," he explained.

The importance of case studies

Evrard is intent on sharing his experience of how business is really conducted in the luxury sector to ensure that graduates are operational from the very start of their careers, and ready to become the executives of the future. In practice, this means using real-life business case studies taken from the sector. "Last year, in the middle of Covid-19, I asked students to start thinking about how a retail business could operate in a pandemic," he said. In his teaching, he stressed how crucial it was for the luxury sector to use a "phygital" model, a portmanteau word covering both the physical stores and the e-commerce website. "It is important to work on an omnichannel model and on the customer path," he went on. 

He intends to focus his modules on expertise and creativity, which are two key skills graduates will need to understand and be successful in the luxury arena in the 21st century.

Recommended reading from Nicolas Evrard

As a complement to the MSc Global Luxury and Management course lectures, Evrard has some recommended reading for students.

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