INSPIRE Practice: Students Experience the Future of the Luxury Industry
Close collaboration with leading industry experts is a key element of the educational approach at the International School of Management (ISM). Through these partnerships, students gain valuable practical insights during their studies and learn how companies address current challenges and emerging trends. Dedicated and well-connected faculty members such as Professor Christiane Beyerhaus play an important role in creating these opportunities.
As Program Director of the B.A. Global Brand & Fashion Management and M.A. Luxury, Fashion & Sales Management programs, Professor Beyerhaus recently facilitated a series of exciting projects and networking opportunities for her students.
Academic Research Meets Industry Practice
As part of a collaborative project with luxury goods group LVMH and its fragrance brand Guerlain, master’s students explored current developments in the luxury fragrance market. The project focused on personalization, self-expression and fragrance layering. Based on a consumer survey, the students developed a conceptual framework for personalized fragrance experiences, addressing the growing demand for individuality and self-expression within the luxury segment.
From Idea to Concept
Bachelor’s students from the Global Brand & Fashion Management program, together with students from the part-time International Management program, also had the opportunity to showcase their creativity and strategic thinking in a project with Montblanc. Their task was to develop an innovative communication concept for the iconic brand.
Among the outcomes was a video that reimagines the art of writing for a modern audience while highlighting Montblanc’s writing instruments in an engaging and contemporary way.
“What stood out most was the team’s remarkable level of initiative, creativity, and professionalism throughout the project. Beyond the technical and creative execution, the students demonstrated real courage by stepping in front of the camera themselves and bringing their ideas to life in an authentic way,” says Professor Christiane Beyerhaus.
Learning from an Expert
Another highlight was an exclusive masterclass with renowned perfumer Francis Kurkdjian. Bachelor’s and master’s students gained unique insights into the world of fragrance creation, learning about Kurkdjian’s creative process, sources of inspiration and the development of some of his most iconic perfumes.
