MARKETING COMMUNICATION MANAGEMENT LUXURY FASHION BEAUTY
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MARKETING CO M M U N I C AT I O N M A N AG E M E N T
LUXURY FASHION BEAUTY
TALENT ACCELERATOR THE FIRST SCHOOL ESTABLISHED BY LUXURY, FASHION & BEAUTY PROFESSIONALS The Paris School of Luxury offers a 5-year curriculum, divided into two cycles: A 3-YEAR BACHELOR’S PROGRAMME: - Bachelor’s Degree in Communications Management*, State-recognised Level 2 (European Level 6), A 2-YEAR MASTER’S PROGRAMME: - M1 - 4th year — First year of a Master’s Degree in Communications Management*, State- recognised Level 2 (European Level 6), - M2 - 5th year — Second year of a Master’s Degree in Strategic Marketing and Communications Management*, State-recognised Level 1 (European Level 7),
CONTENTS
4. THE WORLDS OF LUXURY, FASHION AND BEAUTY
5. CAREERS IN THE LUXURY INDUSTRY
6. A UNIQUE LUXURY PLATFORM
8. A SCHOOL ESTABLISHED BY PROFFESIONALS
9. PROFESSIONAL ADVISORY BOARD
10. THE MANAGEMENT TEAM
13. 100% ENGLISH TRACK
16. AN IMMERSIVE PEDAGOGICAL APPROACH
19. THE AGENCY SCHOOL
20. PROGRAMME OF STUDIES (1ST TO 5TH YEAR)
29. LAB Z
32. CONDITIONS OF ADMISSION
32. APPLICATION FORM
This brochure
will redefine your idea of
what a school can be…
THE WORLD
OF BEAUTY
In order to break with its traditionally rigid image and
extremely hierarchical organisation, the beauty sector is
evolving. The selfie mega trend has profoundly impacted
consumer behaviour, while make-up has replaced cosmetic
care in the customers’ heart. New independent brands of the
DNVB kind, are sending shockwaves across large companies
– when they aren’t being bought for over a billion dollars
by the latter. As for the holy influence, it has shifted from
glossy magazines to beauty bloggers and other specialised
youtubbers. The need to recruit fresh talent becomes more
urgent every day, provided that they have been trained to
deal with the new challenges confronting the sector.
THE WORLDS OF
LUXURY AND FASHION
Historical fashion houses are experiencing a double-digit growth
(Gucci, Hermès, Saint Laurent, etc). Large financial groups (Kering,
LVMH) have become once again the big players of the stock
markets; they are focusing their investments on digitalisation and
recruiting a new generation of clients. Young entrepreneurs will
not be overshadowed, as the most influential observers see Paris
as the Silicon Valley of fashion. Acutely aware of the potential of
this new generation, LVMH and Kering keep developing initiatives
to discover and help the best among them. This is an exceptionally
promising context for any young talent, provided that they receive
appropriate training, tailored to the profound transformations
experienced by the fashion sector.
4
CAREERS IN THE
LUXURY INDUSTRY
BRAND MANAGER
HEAD OF SALES
COMMUNITY MANAGER
PURCHASING MANAGER
DATA SCIENTIST
STRATEGIC PL ANNER
SALES MANAGER
COLLECTION MANAGER
PRESS WRITER SPECIALISED IN LUXURY, FASHION, BEAUTY
DESIGN MANAGER
MARKETING RESEARCH MANAGER
COMMUNICATIONS MANAGER
PRODUCT MANAGER
PR MANAGER
QUALITY MANAGER
EVENTS MANAGEMENT
DIVERSE POSTS IN A SPECIALISED AGENCY
SALES NETWORK AND RETAIL MANAGER
PURCHASING DIRECTOR
LUXURY, FASHION AND BEAUTY MERCHANDISER
DIGITAL OFFICER
WEB PL ANNER
SPECIALISED COPYWRITER
ETC.
5
A UNIQUE
LUXURY PLATFORM
Since the launching of the Paris School of Luxury in 2017, MediaSchool wanted to build a brand new luxury
platform in the market, in order to ensure a high employment rate for its students upon graduation.
« A properly specialised school must have an influential voice
“As soon as the Paris School of Luxury was
born, we tried to consolidate its reputation in the sector in which it provides training », Pierre Kalaijian*,
by placing it among the key players of Director & Co-Founder of the Paris School of Luxury
the luxury market (…) First, there was the
purchase of the Paris Luxury Summit, one
Thus, after many years of working closely with the Journal
of the three luxury-related major annual
du Luxe, MediaSchool decided to purchase this number one
events in Paris; then, a few months later,
that of Stratégie and its Luxury Strategies online media platform dedicated to luxury business in France,
Grand Prix, which came to strengthen our but also the Salon du Luxe Paris, the biggest luxury event in
group, but also the school. Not to mention France. From the school to the media by way of events, as of
the recent acquisition of CB-News and its 2019 this unique ecosystem is part of the luxury, fashion and
annual Luxury Special” beauty worlds.
Franck Papazian, President of MediaSchool
Welcome to a platform
As the current acceleration demands it,
the Paris School of Luxury wanted to go
dedicated to the
one step further and give itself an expert, acceleration of the Paris
powerful and direct voice in the luxury School of Luxury talent!
sector.
* The two co-founders of the Paris School of Luxury, Éric Briones and Pierre Kalaijian, are, apart
from their management role in the school, in charge of the editorial board and the creation of
the Journal du Luxe as well as the Salon du Luxe.
6
FOLLOW US
ON OUR YOUTUBE
CHANNEL
Because a picture, a video, are worth a thousand words, the Paris School
of Luxury invites you to discover its pedagogical methods, experiences and
DNA on its YouTube channel.
Our media platforms offer a wide range of content, such as immersive
experiences during the “Creative Week” or “Sprint” week-long projects.
Testimonials from professionals, tutors and students, as well as the making-
of of seminars abroad.
Always in action, follow the Paris School of Luxury on all our media
platforms. Website, Instagram, TikTok, Twitter or YouTube.
7
A SCHOOL ESTABLISHED
BY PROFESSIONALS
MARIE-LAURE DUBUISSON
GLOBAL COMMUNICATIONS AND MARKETING
DIRECTOR LONGCHAMP
“A Communications Manager must skillfully tailor the message
they want to get across according to each media platform. As a
result of the current digital world and influence marketing, their
job is constantly evolving. In order to effectively anticipate these
transformations, I support the open-mindedness and pragmatism
of the programmes offered by the Paris School of Luxury.”
CHARLOTTE BOUVIER
MARKETING AND DIGITAL DIRECTOR AT UNDIZ
“I came to have some consumer insight. At the end I had real
answers to questions I asked myself about the brand Undiz. One
of the students’ presentations made me consider a question I
wouldn’t have thought of myself!”
NICOLAS ANDRE
DATA PLANNING DIRECTOR AT EPSILON
“Gen Z is an urgent priority for brands and yet it remains unknown
to them. As this generation is radically different and it is changing
the rules of the marketing game, the LAB’Z, created by EPSILON
and the Paris School of Luxury, allows brands to work directly with
150 talented Gen Zers, trained in data and marketing. In five days,
these minds 100% Z, sprint and crack Gen Z issues presented by
the challenging brands.”
MAXIMILIEN URSO
CEO OF CRESUS
”We were really pleased to take part in the Sprint challenge. The
students gave us some valuable insights into the secondary global
market, through the prism of Gen Z, and they suggested different social
media strategies to target their peers. The quality of their work was
so impressive that we decided to extend our collaboration with two
students who created the first posts and the TikTok strategy, which
allowed us to become one of the first brands in our sector to use this
social media platform.”
8
PROFESSIONAL
ADVISORY BOARD
In order to closely follow the challenges confronting this board provides their expertise while guiding the
the companies in the luxury, fashion and beauty sectors curriculum and the pedagogical approach. Its members
(fashion houses, brands, groups, agencies, industries, are required to lead masterclasses, to share their
artisans), and to ensure an unflinchingly modern experience and vision of the luxury, fashion and beauty
pedagogical approach, its capacity to reflect business worlds, as well as to present case studies for the SPRINT
changes and its commitment to innovation, the Paris challenge (cf. page 19). Not to mention the recruitment
School of Luxury gathers a unique Professional Advisory of interns, work-study trainees and young graduates,
Board. Composed of about twenty professionals who which is the main reason behind the selection of this
represent the key industries linked to the school, exceptional board.
LUXURY & FASHION BEAUTY PUBLICIS MEDIA
Stéphanie Jolivot – Luxury Intelligence
Louis Vuitton Cosmetic Executive Women France Director
Agnès Vissoud – Digital Experience Laurence Moulin – Executive Director
& Performance Director Kidz
NYX (Groupe L’Oréal) Raphaëlle Bellanger & Anna Gardère
Berluti Laurent Font – Digital Social Manager Founders
Matthieu Percet – Worldwide Client
Development & E-Commerce Director Firmenich TOURISM
Bérangère Magarinos-Ruchat –
Lacoste Vice president - Global Head Hyatt
Sandrine Conseiller – Marketing of Sustainability Annette Bottichio – Regional Vice
& Branding Director President Sales & Marketing (Europe)
MEDIAS
Prada Le Lutetia
Jean-David Lavrut – Flagship Director Condé Nast France Bastien Lalane – Chief Concierge
Yves Bougon – CEO
L’Exception Louis Vuitton
Regis Pennel – Founder Figaro Média Valérie Viscardi – Editorial Manager
Aurore Domont – President
Longchamp Crillon
Marie-Laure Dubuisson – Global AGENCY Nidale Barret – Associate Director
Communications and Marketing Director of Sales
Emakina
Gemmyo Manuel Diaz – President Ritz
Charif Debs – CEO & Co-Founder Julie Hong – Sales Director
Mazarine
Petrossian Paul Gruber – Executive Creative Director Galeries Lafayette
Armen Petrossian – Founder Karine Lanctot – Luxury Tourism Business
1.618
Development Manager
Luxury Tech Fund Barbara Coignet – Founder
Céline Lippi – Co-Founder CULTURE
IFOP
& Managing Partner
Stéphane Truchi – President of the Board Oxmo Puccino
Rapper
PUBLICIS ETO
Nicolas André – Strategic Planning Ariel Wizman
Director Journalist, DJ & entrepreneur
9
THE MANAGEMENT
TEAM
FRANCK PAPAZIAN PIERRE KALAIJIAN
PRESIDENT MEDIASCHOOL DIRECTOR OF THE PARIS SCHOOL OF LUXURY
AND CO-FOUNDER, CREATIVE DIRECTOR OF
Teaching methods need to be radically renewed THE JOURNAL & SALON DU LUXE
due to, at least, three connected reasons: even
more than their older peers, students are Immersed for over 10 years in the fields of haute-
submerged in a society in constant acceleration; couture, luxury and fashion, but also in constant
companies find it difficult to recruit millennials contact with the younger generations
and Gen Z, who wish to find some sense in their through higher education, I was able to witness
future professional careers; and the classical how these two symbiotic worlds have evolved
pedagogical approach has become obsolete. together.
In order to address this threefold challenge, Two key features stand out: skills and talent, with
MediaSchool, a talent accelerator for the last 15 a common challenge: acceleration. Our answer: a
years, has created the Paris School of Luxury. convergence. Placing simultaneously companies,
Our ambition is to become the key partner of the millennials and Gen Z at the centre of the school’s
luxury, fashion and beauty worlds, both in France development. The result of this process is the Paris
and internationally. School of Luxury, run by today’s professionals for
the professionals of tomorrow.
10INES DE LA FRESSANGE
PATRON OF THE PARIS SCHOOL OF LUXURY
Chanel muse, fashion and jewellery designer,
perfumer, businesswoman and brand
ambassador, Ines de la Fressange embodies
Parisian luxury.
“I wanted to join the Paris School of Luxury
because it is a school that embodies the future of
luxury. The luxury sector expresses itself because
it is unique ; our students are just as unique and
they possess strong beliefs. They reflect luxury
and keep changing the beauty and fashion
codes, reinventing them every day. They own
this world now and are magnifying its influence.
Our students will explore with us the new luxury
domains. They will develop new creations and
become unique talent who will stand out. The
Paris School of Luxury carries the values of Paris
in its name, in the manner of the great fashion
houses such as Dior, Chanel, Saint Laurent, among
many other heritage brands. Paris lives and
breathes luxury.”
© Alessandra d’Urso
ÉRIC BRIONES
CO-FOUNDER OF THE PARIS SCHOOL OF
LUXURY, EDITORIAL DIRECTOR OF THE
JOURNAL DU LUXE, CURATOR OF THE SALON
DU LUXE
I have had the fortune to advise the most
prestigious luxury, fashion and beauty brands
for over 10 years, and to discuss their challenges
in two books: La Génération Y et le luxe and
Luxe & Digital. What struck me the most is their
extraordinary desire for acceleration. An example?
The creation in 2017 of the LVMH online shopping
platform “24 Sèvres”, seemingly out of nowhere
and just as successful as pure players such as Net à
Porter, Farfetch and other Amazon-like sites. There
is the same kind of acceleration in the beauty
world, with the astounding results of the Estée
Lauder group on the most complex target of the
market, millennials, by snapping up the young
gems “Becca Cosmetics” and “Too Faced”. The
luxury, fashion and beauty sectors are equally
addicted to acceleration and fresh talent; we must
address this addiction.
11100% ENGLISH
TRACK
1 ST TO 3 RD YEAR LUXURY, FASHION AND BEAUTY
MARKETING AND COMMUNICATION IN ENGLISH
WHY A PROGRAMME WHO CAN APPLY ?
6 REASONS WHY 100% IN ENGLISH?
1
The luxury sector has become a truly global This programme 100% in English is open to
To learn from an international business: French fashion houses develop French or foreign students who have obtained
teaching faculty. a high-school diploma (Baccalauréat or similar)
2
internationally, while foreign brands come
to France. Being aware of the fact that and can attest that they are fluent in English.
To broaden your professional The application process is similar to that of the
these opportunities require a good level of
experience. standard programme, except that there are
English, as of next year the Paris School of
3
Luxury is starting the 100% English Track, a also oral and written tests to evaluate the level
To develop your international similar programme to the standard one but of English of the candidate.
network. 100% in English.
4 To improve your English and
learn French
Being able to speak English as a second,
3 RD, 4 TH OR 5 TH YEAR
5
or third, language opens the door to new
realities, new prospects and new career
IN LONDON?
To study with international
opportunities abroad, whether to do an Just as the programme in French, the 100%
students
internship or to spend a semester studying
6
English track allows students to spend the 3rd,
abroad. It is the best possible way to prepare 4tH or 5th year of studies in the MediaSchool
To open the doors to a global
for an international professional career joining campus in London.
luxury
luxury, fashion or beauty companies in France For further information, please see pages 22
or abroad. and 23.
13BECOMING A
PROFESSIONAL
PROGRAMME: ACCELERATION PHASE 1
DISCOVER EXPLORE CREATE
1ST YEAR: FULL-TIME STUDY 2ND YEAR: FULL-TIME STUDY 3RD YEAR: FULL-TIME STUDY
JEWELLERY FINE JEWELLERY SPECIALISED MEDIA
HOSPITALITY, TOURISM, SERVICES LUXURY & TECHNOLOGY LUXURY & LIFESTYLE
ART MARKET DESIGN & ARCHITECTURE LUXURY AND SUSTAINABLE DEVELOPMENT
GASTRONOMY & WINE OENOLOGIE GASTRONOMY & DIGITAL
WATCHMAKING FINE WATCHMAKING USER EXPERIENCE & LUXURY
EXPERTISE
LUXURY.
FASHION READY TO WEAR FAST FASHION HAUTE COUTURE
& BEAUTY
ACCESORIES LEATHER GOODS TECHNOLOGY & TEXTILES
FASHION & MAGAZINES FASHION & MEDIA USER EXPERIENCE & FASHION
PERFUMES FINE PERFUMERY GREEN BEAUTY
MAKE-UP BEAUTY CARE BEAUTY & SERVICES
BEAUTY & SERVICES MAGAZINES & BEAUTY USER EXPERIENCE & BEAUTY
SECTOR-SPECIFIC MARKETING LFB* MARKETING TOOLS LFB* MARKETING, COM. & INTERNATIONAL
MARKETING,
COM. & DATA SECTOR-SPECIFIC COMMUNICATION LFB* COMMUNICATION TOOLBOX LFB* CREATING AN EVENT FROM A TO Z
DATA: INTRO. TO KEY PRINCIPLES DATA & ARTIFICIAL INTELLIGENCE DATA JOURNEY
TREND BOOK CREATING A TREND BOOK CREATING
GENERAL
HISTORY OF THE LFB* WORLDS HISTORY OF THE LFB* WORLDS START-UP WEEK-END
KNOWLEDGE ART, MUSEUM & GENERAL CULTURE MEDIA & CULTURE LEVEL I
AND CULTURAL
AWARENESS
POP CULTURE POP CULTURE
DIGITAL CULTURE I DIGITAL CULTURE II CREATION OF AN INDEPENDENT PROJECT
LANGUAGES LV1, LV2 & LV3 (ONLINE) EXAMEN IELTS LV2 & LV3 (ONLINE) (PRODUCT, CONCEPT, SERVICE, FESTIVAL,
WEBSITE / E-BUSINESS, APP, ETC.)
CREATIVE STUDIO LAB DESIGN STUDIO
FASHION SHOOT COLLABORATIVE TOOLS BUSINESS CREATION
CREATIVE
CREATING YOUR OWN BLOG CREATING YOUR E-BUSINESS SITE ELEVATOR PITCH & CROWDFUNDING
TALENTS
& PROJECT FINANCING
SKILLS PUBLIC SPEAKING PRODUCT SHOOT
THEATRE WORKSHOP LEADERSHIP & CONFLICT MANAGEMENT
GRAND JURY OF THE
STRESS MANAGEMENT THE ART OF PERSUASION ADVISORY BOARD
UNDERSTANDING BUSINESS COMPANY POLICIES BUSINESS STRATEGY
MANAGEMENT MANAGEMENT AND ACCOUNTING ANALYTICAL ACCOUNTING FINANCIAL ASSESSMENT
CURRENT EVENTS AND ECONOMIC AFFAIRS BUSINESS PLAN / BUSINESS MODEL CORPORATE FINANCE
CREATIVE WEEKS CREATIVE WEEKS CREATIVE WEEKS
100% SPRINT SPRINT SPRINT
IMMERSION
PROJECT MASTERCLASS MASTERCLASS MASTERCLASS
2-MONTH INTERNSHIP 4-MONTH INTERNSHIP 6-MONTH INTERNSHIP
LONDON SEMINAR LONDON SEMINAR MILANO SEMINAR
INTERNATIONAL
1 WEEK IN LONDON 2 WEEKS IN NEW YORK 1 WEEK IN MILAN & FLORENCE
*Luxury, fashion and beauty
14BECOMING AN
AN IMMERSIVE
PEDAGOGICAL
EXPERT
APPROACH
Pragmatic, as it was developed at
the request of the professionals
who established the school,
PROGRAMME : ACCELERATION PHASE 2 but also aware of millennials’
expectations regarding
innovative teaching, the
pedagogical approach of the
BECOME A SPECIALIST BECOME AN EXPERT school combines a
4TH YEAR: FULL-TIME STUDY OR 5TH YEAR: FULL-TIME STUDY OR
WORK-STUDY PROGRAMMES WORK-STUDY PROGRAMMES discovery of the luxury, fashion
and beauty fundamentals as
MARKETING II
MARKETING I well as challenges and hands-
CREATING A LUXURY BRAND
LUXURY BRAND SECRETS
LUXURY & SUSTAINABLE DEVELOPMENT II on learning; experiences abroad
LUXURY & SUSTAINABLE DEVELOPMENT I
MARKETING DATA MARKETING I
DATA MARKETING II and modern languages (25%
E-COMMERCE
RETAIL & E-COMMERCE
DIGITAL TRANSFORMATION II
of courses are taught in English
DIGITAL TRANSFORMATION I
CRM as of the 1st year), company
immersion and 360º knowledge
OPERATIONAL DIGITAL COMMUNICATION DIGITAL TOOLS STRATEGY
EVENT MANAGEMENT I EVENT PROJECT MANAGEMENT (general, digital, careers and
FASHION COMMUNICATION FASHION COMMUNICATION
PR STRATEGY COMMUNICATIONS MANAGER
economic knowledge). If the 1st
SUSTAINABILITY COMMUNICATION SUSTAINABILITY COMMUNICATION and 2nd years allow students
CRISIS COMMUNICATION I CRISIS COMMUNICATION II
COMMUNICATION
COMMUNICATION COMMUNICATION to discover and explore the
& ARTISTIC DIRECTION LFB* I & ARTISTIC DIRECTION LFB* II
unique practices linked to the
luxury, fashion and beauty
FASHION COLLECTION MANAGEMENT II
FASHION COLLECTION MANAGEMENT I
PROCUREMENT LEVERS
PROCUREMENT & PRODUCT industries, the 3rd, 4th and
LAUNCH PROCESS
ECONOMICS &
LFB* SKILLS
LUXURY ECONOMICS I
BUSINESS NEGOTIATION
HARD LUXURY 5th years accelerate learning by
BEAUTY ENTREPRENEURSHIP
SUSTAINABLE DEVELOPMENT & LFB*
SUSTAINABLE DEVELOPMENT & LFB* reinforcing the implementation
of the acquired knowledge.
LUXURY & CHINA LUXURY & CHINA
CULTURAL CULTURAL VISITS LFB* CULTURAL VISITS LFB*
DEVELOPMENT LFB* TRENDS LFB* TRENDS
ASIAN MARKETS I ASIAN MARKETS II
FASHION
FASHION CULTURE
STREETWEAR CULTURE
FASHION CULTURE
FASHION SEMIOTICS
END OF YEAR
INTERNSHIPSAND
CULTURE &
PROFESSIONAL FASHION SHOWS FASHION SHOWS
LFB* SKILLS
LUXURY & BEAUTY MOODBOARD FASHION MOODBOARD
WORK-STUDY
COMPANY LAW
CSR
LAW & DATA
PROGRAMME
SKILLS
BUSINESS PLAN INTRODUCTION TO CROWDFUNDING
Encouraged by the Corporate
CAREER BUSINESS HUB BUSINESS HUB Relations Centre of MediaSchool
PROJECT PERSONALISED COACHING SALARY NEGOTIATION
WORK-PLACEMENT DEVELOPMENT CARREER DEVELOPMENT and supported by the school’s
Professional Advisory Board, the
CREATIVE WEEKS CREATIVE WEEKS end of year internships, as well
MASTER CLASS MASTER CLASS as the work-study contracts, are
100%
IMMERSION
SPRINT SPRINT fundamental to the pedagogical
approach of the Paris School of
PROJECT
WORK-STUDY PROGRAMME WORK-STUDY PROGRAMME Luxury. Even if the curriculum is
OR INTERNSHIP YEAR OR INTERNSHIP YEAR
INTERNATIONAL
already organised by projects
(Creative Weeks, Sprint), a
ALTERNATIVE OPTION ALTERNATIVE OPTION company immersion remains a
INTERNATIONAL 4th AND / OR 5th YEAR IN LONDON 4th AND / OR 5th YEAR IN LONDON
crucial learning and professional
integration accelerator.
*Luxury, fashion and beauty
15AN IMMERSIVE
PEDAGOGICAL APPROACH
100% PROJECT-ORIENTED
MASTER CLASS X JOURNAL DU LUXE
Being aware of the fact that your school was established by professionals
who contribute to the development of course programmes and set
a global roadmap is one thing; to be able to meet them, ask them
questions and become part of their networks is another matter.
Each year, the school organises more than 20 masterclass lectures taught
by experts in order to provide students with the opportunity to discover
new luxury strategies and careers in fashion or the beauty business.
Entrepreneurs, brand directors, sale managers, influencers and CEOs will
succeed each other throughout the year.
STUDY ABROAD
The 1st and 3rd year of the B.A degree conclude with an immersive week in
two flagship cities of luxury and fashion: London and Milan. As for the 2nd
year, it culminates in a two-week visit to New York, where students will
have a luxury, fashion and beauty experience 100% American!
For those who wish to study abroad, the 3rd year offers the opportunity to
study in the MediaSchool campus in London for the full school year. (cf.
page 22).
TAILOR-MADE
Would it make sense to oblige a French-English bilingual student to
take an English course? Similarly, does every fifth-year student need to
develop the exact same skills? Taking into account the uniqueness of
each student, our tailor-made pedagogical approach consists in assessing
each profile, each talent, and to offer them, if necessary, an alternative
proposal: to replace a course for an individual project, to let them develop
their entrepreneurial project, to accept an internship exemption if they
create their own business, a recommendation of certain seminars or
courses to follow, etc.
1617
THEY CHALLENGED US IN CREATIVE WEEKS, OR IN SPRINT AIGLE LACOSTE FIRMENICH FIGARO UNDIZ PUBLICIS ARMANI CARTIER NETFLIX LONGCHAMP PRINTEMPS NOVOTEL BIOTHERM CRESUS IFOP … 18
THE AGENCY SCHOOL
IMMERSIVE, 100% PROJECT-ORIENTED
AND AIMED TOWARDS EMPLOYMENT
CREATIVE WEEKS
Hands-on learning! Once a month, our Creative Weeks immerse the
students in the professional world through a creative business case
study (always introduced by a luxury, fashion or beauty partner brand).
In groups and competing against each other, you will have to create
your own concept, communication strategy, packaging, new
product launch, advertising or launching event, all in one week,
before you present your ideas to the brand representative who set
the challenge.
SPRINT
The school becomes an agency! You will have 2 weeks, or 2 intense
SPRINTS, to solve a key challenge while immersed in a prestigious luxury,
fashion or beauty brand. These SPRINTS also provide companies with an
acceleration platform to understanding, harnessing and developing the
new talents which millennials have to offer.
A compulsory generational synergy takes place: a SPRINT team is
composed of 90% Master’s students (1st and 2nd year) as well as 10%
Bachelor’s students.
FASHION WEEK PROJECT
This 3rd year challenge fully embodies our project-oriented approach.
After two years of fashion industry analysis, fashion culture, fashion
sociology, fashion show culture and communication, students will now
experience event planning in real life. Nothing better than a full-scale
project to master the processes and challenges of event management.
For this exercise, the fashion culture, fashion show culture and event
management tutors will advise students aiming to develop an event
open to the public.
19DISCOVER
1st YEAR
PARIS
1. ONE OBJECTIVE:
TO DISCOVER
More than an objective, each year
BACHELOR DEGREE IN MARKETING AND COMMUNICATION
LUXURY, FASHION AND BEAUTY
represents a key value. First comes the
discovery: of the luxury, fashion and
beauty industries, of the challenges
they face and the new marketing and
communication strategies, of team
work, an international outlook and
personal development.
2. MODERN LAN-
GUAGES AND LUXURY
Besides English, the French language
is fundamental when working in the
fashion and luxury sectors. As such,
French lessons will be provided so that
students can master this language.
Students will also be able to
choose a second language (either
Russian, Chinese, Arabic or Italian).
3. 50% TAUGHT BY
PROFESSIONALS
1
Our professional speakers are, by
definition, immersed in the realities of
the luxury, fashion and beauty sectors.
They were chosen because of their
pedagogical skills but also due to their
willingness to share their experience.
They also represent potential recruiters
for our talent-to-be.
4. PERSONAL 5. GENERAL 6. TIME ABROAD:
DEVELOPMENT KNOWLEDGE AND SPE- A WEEK IN LONDON
CIFIC CULTURE
Understanding the specifics of luxury,
In accordance with HR Directors Expanding your general knowledge
fashion and beauty made in London
specialised in our industries, the contributes to self-improvement; it can
requires living this experience in situ.
school provides, as of the first also become an important personal skill
The first year concludes with a 360º
year, pedagogical modules and a valuable asset to a company. As
experience in London. Company visits,
dedicated to personal development: such, pop culture, fashion culture, film
luxury brands, fashion studios, trendy
stress management, public speaking, culture, the history of luxury, fashion
neighbourhoods, exhibitions and a
team building, etc. and beauty, cultural visits, museum
masterclass.
visits and digital culture are key
components of our degrees.
20EXPLORE
2nd YEAR
PARIS
1. ONE OBJECTIVE:
TO EXPLORE
After the discovery phase, the second
year focuses on practical experience,
as well as exploring the knowledge
and concepts acquired during the
first year. In other words, students are
encouraged to delve into trends, to
truly involve themselves in the luxury,
fashion and beauty worlds, while
BACHELOR DEGREE IN MARKETING AND COMMUNICATION
LUXURY, FASHION AND BEAUTY
2. FURTHER ENGLISH
AND IELTS PRACTICE
Second year accelerates your English
learning through specific courses and
individual supervision, as well as an
intensive IELTS exam training.
Obtaining this official certificate is
fundamental in order to study in any
English-spoken university, choose a
Master’s programme taught in English
2
3. 80% TAUGHT BY
PROFESSIONALS
In order to explore, you need tools.
Increasing the number of teachers
who are luxury, fashion or beauty
professionals is to guarantee a relevant
examination of these unique
and fast-changing sectors. There is a
professional commitment to deal with
both real-life and current case studies.
combining knowledge and practice. or join a company in the luxury, fashion
or beauty fields.
4. POWERED BY : 5. DIGITAL 6. TIME ABROAD:
CULTURE II TWO WEEKS
IN NEW YORK
The Powered-By label denotes classes In constant acceleration, the pace
introduced at the behest of an expert intensifies and so do the demands. New York, the city of all superlatives,
brand on the subject being taught. After discovering the strategic tools, of great, of majestic, of fantasy and
Le Journal du Luxe will be in charge of the second year focuses on practical frenzy. From the new Bronx to trendy
the communication & media classes, experience, the methodology and Brooklyn, through the vertigo of
Synthésio of those linked to digital and the acquisition of target skills Manhattan, two weeks on the luxury,
data. Every year new participants, experts (development of an e-business website, fashion and beauty trail at the heart of
or brands, will sponsor specific courses. using Instagram as a monitoring tool, a global retail heaven.
etc.).
21BECOME A LONDONER WHAT WOULD YOU SAY ABOUT SPENDING YOUR 3 RD YEAR OF STUDIES IN LONDON? Because luxury is international, because its customers can be found globally and its market has no borders, the Paris School of Luxury has developed a programme which acknowledges the reality of such an unique sector. As such, the Paris School of Luxury London - the other European flagship city of luxury and fashion – offers students the immersive experience of a school year (6 months) to discover and study its unique cultural and economic features, the Anglo- Saxon fashion style and traditional luxury made in the UK. The 3rd year in London, which could be followed by a 4th year as well (optional), takes place at the heart of the British capital and is taught 100% in English. PARIS SCHOOL OF LUXURY LONDON THE MEDIASCHOOL CAMPUS IN LONDON At the heart of the Havas Village, on the 7th floor of the “big building”, in the King’s Cross neighbourhood, the Paris School of Luxury London unleashes the creativity by bringing together professionals and professionals in the making. Situated on a major hub for trains, buses and the London Underground, the King’s Cross neighbourhood is home to the most dynamic, creative and connected companies in the world, such as: Google, Vivendi and Facebook. It is in this unique setting, at the heart of the most exciting and cosmopolitan city in Europe that the IEJ, ECS and the Paris School of Luxury students will study, live and work. Creative and multicultural, London innovates and constantly reinvents itself. London is an essential city for fashion culture, street culture and luxury. 22
A programme 100% in English in the British capital
MAIN OBJECTIVE: TOWARDS AN INTERNATIONAL CAREER
LUXURY MARKETING
MARKETING FASHION MARKETING
SOCIAL MEDIA FOR THE LUXURY MARKET
CORPORATE PR
CRISIS COMMUNICATION
LUXURY EVENTS ORGANISING
COMMUNICATION
LUXURY EVENTS MANAGEMENT
SUSTAINABLE ADVERTISING
PR FOR LUXURY BRANDS
CREATIVE ADVERTISING
CREATIVE PERSUASION
BRAND VIDEOS FOR THE LUXURY MARKET
CREATIVITY LUXURY WINES AUCTION MARKET
LUXURY TRAVELS
MOODBOARDS & CREATIVITY
CREATING LUXURY VISUALS
CROSS CULTURAL KNOWLEDGE
LUXURY THROUGH CENTURIES
LUXURY CLOTHING, LUXURY & MUSEOLOGY
CULTURE
INTELLECTUAL PROPERTY & TOOLS
LUXURY LAW
FOLLOWING THE ENGLISH FOR COMMUNICATIONS
PERSONAL DEVELOPMENT
SAME MODEL OF THE GETTING THE JOB
3 RD YEAR, NOW IT IS DEVELOPING
SKILLS
LEADERSHIP IS ACTION
PACK ADOBE – CREATIVE CLOUD
ALSO POSSIBLE TO PRO VIDEO EDITING
PUBLIC SPEAKING
SPEND THE 4 TH AND NEGOTIATION TECHNIQUES
5 TH YEARS IN LONDON
(OPTIONAL) PROFESSIONAL
INTERNSHIP
CASE STUDIES
(CF. PAGE 30) PRACTICE CREATIVE WEEK
FIELD TRIPS
23PARIS
CREATE
3rd YEAR
1. ONE OBJECTIVE:
TO CREATE
BACHELOR DEGREE IN MARKETING AND COMMUNICATION
LUXURY, FASHION AND BEAUTY
After discovery and exploration, now is
the time to create, to implement what
you have learnt and to transform it. The
key objective is no longer to discover
new trends but to create a trend
book, a concept, a brand, a product, a
company (well, almost).
2. EVENTS
CREATION
The creative dimension which inspires
the third year, assumes here all its
meaning. After the discovery students
take action. They create an event
from A to Z: a cultural event linked
to photography, a designer’s show, a
brand or start-up launch, the field of
3
3 . 100% TAUGHT BY
PROFESSIONALS
In the third year, all courses are taught
by professionals. During this home
stretch of the Bachelor’s degree,
the key objective is to familiarise
the student with business practices
through concrete, real-life and
valuable cases.
possibilities is wide open.
4. A 6-MONTH 5. TALENT 6. TIME ABROAD:
PROFESSIONAL START-UP LEVEL I FLORENCE AND MILAN
EXPERIENCE
Another opportunity to develop the
The school offers a unique opportunity This is an entrepreneurial project, international spirit promoted by the
at this level of studies: a 6-month which will allow students to showcase school, this visit to Florence and Milan
immersion at the heart of a luxury, their business intuition, their spirit of will take you behind the scenes of the
fashion or beauty company (brands, innovation and their creativity. luxury industry and the art of handicraft,
design workshops, stores, studios or Coached by the Professional Advisory as well as culture and luxury - the Italian
start-ups). The time has come to take Board, each student will have way. This totally immersive experience
your first steps towards becoming a to carry out this independent project will allow students to understand the
true professional in one of these fields. until the end of year final presentation. unique features of the Italian culture.
243
26
BECOME A
SPECIALIST
4 th YEAR
PARIS
1. SPECIALISE
YOURSELF
Inspired by the most prestigious
we see students as professionals:
MASTER’S IN MARKETING AND COMMUNICATION
LUXURY, FASHION AND BEAUTY (1st YEAR)
executive trainings, in the fourth year
skills workshops (100% professional),
masterclass, personal branding,
professional thesis, internships or
work-study training programmes.
2. PERSONAL
BRANDING PROJECT
Taking into account the personality,
the profile and ideas of each student,
the Personal Branding Project
accompanies him or her in the
development of their e-reputation
to turn them into future experts,
true influencers, but also to strengthen
4
3. SKILLS WORKSHOPS
LEVEL I
All of these workshops are hosted by
professionals, to give students the
opportunity to become 100%
professional. They are conceived by
experts, which ensures the acquisition
of key skills related to product
management, retail, merchandising,
A year to specialise yourself. their credibility in front of recruiters. digital, UX Experience, data, CRM, etc.
4. WORK-STUDY 5. PROFESSIONAL 6. INTERNATIONAL
PROGRAMMES THESIS EXPERIENCE
& INTERNSHIPS
The professional thesis consists of The international aspect of the
Immersion in a company during your a research and original thoughts on curriculum takes on a new
studies remains the best accelerator a current issue related to the luxury, dimension offering students the
for professional integration. Therefore, fashion or beauty realms. Combining possibility to spend their fourth or
this fourth year introduces a work- knowledge and expertise acquired fifth year abroad, in a MediaSchool
study programme or an internship, during these four years of training, campus.
organised as: 4 days in company / its objective is to specialise the student
1 day at school (except during seminars in a specific domain. The topic may be
and trips). chosen by the student or suggested by
one of our experts.
27BECOME
AN EXPERT
5th YEAR
1. IMPROVE
YOURSELF
Future professionals and already
experienced, the students become
aware of their strengths, but also
MASTER’S IN MARKETING AND COMMUNICATION
LUXURY, FASHION AND BEAUTY (2nd YEAR)
of the skills they must still develop.
During this fifth year they will improve
themselves and strive for greatness.
Skills workshops, masterclasses, talent
start-up, professional missions and an
international experience constitute the
2. TAILOR-MADE
When the school year begins, each
student will receive an “individual
diagnosis”. This will allow us to
“prescribe” one or several development
seminars adapted to the reality, the
needs and the projects of each student.
5
3. SKILLS WORKSHOPS
LEVEL II
Exploring both skills and career
experience, these workshops
hosted by our experts constitute a
succession of “tool boxes” to be used
in the professional world (retail, UX,
purchasing, data, digital, events,
brand launching, influencers, media,
etc.).
final year of studies.
4. WORK-STUDY 5. TALENT START-UP
6. A SEMESTER IN
PROGRAMMES LEVEL II
LONDON (OPTIONAL)
& INTERNSHIPS
Internationally-oriented by nature,
Now even more than during the fourth An extremely valuable experience to
the Paris School of Luxury offers you
year, an immersion in a company bring up during a job interview, this
the possibility to spend your last
can maximise the possibilities of talent start-up constitutes a key
semester in London.
recruitment; as such, this accelerator component of the fifth year of studies.
A semester 100% taught in English.
of professional integration becomes An almost completely entrepreneurial
essential. Either on a work-study one-year project, conceived, built and
training programme or an internship, defended in front of a jury of experts,
the same organisation remains: 4 days this is certainly one of the high points
in company / 1 day at school. (except of the curriculum.
when choosing the Shanghai option).
285 LAB Z
POWERED BY EPSILON
INCREASE YOUR JOB OPPORTUNITIES BY MASTERING DATA
It has become essential for students to master data
skills. It is even more important for a luxury brand
to understand your generation, Gen Z. This is why
we have created, at the heart of the Paris School
of Luxury, the LAB’Z, in partnership with Publicis
EPSILON (world leader in data marketing, CRM and
mass personalisation).
The LAB’Z aims to be a DATA research lab for brands,
specialising in the understanding of those under 25. It
only consists of our students, from 2nd to 5th year.
It is during the intensive SPRINT and SPRINT
Junior weeks that the research projects take place
under the guidance of the Paris School of Luxury
partner: Publicis EPSILON. Since 2018, the LAB’Z has
collaborated with leading brands such as L’Oréal
Luxury, Lacoste, the Figaro group, Printemps, etc.
It was also actively involved in the production of the
book “Le Choc Z”, under the supervision of Éric Briones
and Nicolas André, (published in January 2020 by
Dunod).
2014 2016 2019 2021
INCREASE YOUR JOB OPPORTUNITIES BY JOINING AN INFLUENTIAL SCHOOL
Being a top school implies being influential in the sector: the digital world, Millennials and Gen Z
luxury sector! as targets.
This is the main objective of Éric Briones (co-founder
of the school and Editorial Director of the Journal du “Luxe & Résilience” was released in January 2021,
Luxe) and Pierre Kalaijian (co-founder of the school a reference book on how to recover when facing
and Creative Director of the Journal du Luxe), authors economic crisis. Four books which inspire our
and co-authors of four books considered a reference in pedagogical approach, four valuable texts to
the luxury industry. succeed in the admission exams as well as to help you
Published by Dunod, these titles consider, analyse understand the main challenges facing the
and forecast the key challenges faced by the luxury luxury sector.
29STUDENT LIFE
A YEAR FULL
OF EXPERIENCES
30LUXURY,
FASHION
& BEAUTY
AT THE HEART OF THEIR CAPITAL
AV
ENU
ED
ES
CH
AM
PS
-ÉL
YS
ÉE
S
AV
EN
UE
M
AR
CE
AU
AVENUE GEORGE V
31CONDITIONS OF ADMISSION ADMISSIONS EXAMINATION Eligibility is granted after studying the application form (cf. page 37). Candidates declared eligible are called in for admission tests, both written and oral. ADMISSION TESTS The objective of the admission tests is to select candidates based on their talents or personality, their interest in the industries for which the school trains and, potentially, their aptitude to become future operations managers. This procedure is organised in two phases: — THE 3 KS: 3 multiple-choice questionnaires about knowledge: 1- General and economic knowledge. 2- Specific knowledge (luxury, fashion and beauty) 3- Knowledge of English — THE INTERVIEW: (coefficient 2), the objective of this individual 30-minute interview with one of the school managers, is to evaluate the potential and motivation of the candidate. Any candidate who achieves a total of at least 10 points in the tests will be declared admissible to the Paris School of Luxury. Admission will be finalised upon presentation of the last degree obtained. TUITION FEES Tuition fees cover all obligatory activities related to schooling (classes, internships, access to audiovisual or IT material, conferences, seminars, practical work, etc.). ADDITIONAL FEES These fees, which are obligatory depending on the year of studies, cover the following additional services: — Obligatory medical visit for initial enrolment (amount set every year by the SIUMPPS). — Student Health Insurance (amount set by the CPAM) — Seminars abroad. (optional: cf. “Going international”, page 27) 32
PHOTO
PERSONAL INFORMATION M F
Surname: Name:
Date of birth:
APPLICATION FORM
Adress:
Postal Code / City:
Mobile number: E-mail:
Nationality:
PARENT OR LEGAL GUARDIAN
Surname: Name:
Phone number: E-mail:
PLEASE SELECT FROM THE LIST YOUR CURRENT YEAR OF STUDIES:
Last year of B.A B.A B.A Master’s Master’s
high-school (1st year) (2nd year) (3rd year) (1st year) (2nd year)
Other:
FOREIGN LANGUAGES
English: Advanced Intermediate Beginner
Chinese: Advanced Intermediate Beginner
Russian: Advanced Intermediate Beginner
Italian: Advanced Intermediate Beginner
Others (specify):CHOICE OF STUDIES
B.A 1st year B.A 2nd year B.A 3rd year
M1 - 4th year
(1st year of Master’s Degree)
M2 - 5th year
(2nd year of Master’s Degree)
CHOICE OF STATUS Full-time Work-study Undecided
(ONLY FOR MASTER’S STUDENTS) student programme
APPLICATION FORM
DOCUMENTS TO BE SUBMITTED
A copy of your high-school degree and / or last degree
A copy of your last report card
2 ID photos
A copy of your CV
A cover letter
A copy of an ID document
HOW DID YOU LEARN ABOUT THE SCHOOL? (Several options possible)
Student fair Open Day Internet Word of mouth Press
Others (specify):
RESERVED FOR ADMINISTRATION
Received on: Interview on:
Interview analysis:
Admitted Not admitted Waiting list
Paris School of Luxury For any questions: +33 (0)1 55 74 03 84
12, RUE MAGELLAN, 75008 PARIS All incomplete applications will not be considered.L’ÉCOLE : 12, RUE MAGELLAN – 75008 PARIS
+33 (0)1 55 74 03 84
CONTACTS : JÉRÔME SCHNEIDER
INFO@PARIS-SCHOOL-LUXURY.COM
PARIS-SCHOOL-LUXURY.COM
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