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P​aris Seminar 2015: News from Luxury Industry Leader Guillaume de Seynes, Executive Vice President, Hermès International

Guillaume de Seynes, Executive Vice President, Hermès International.

During each New York, Paris, and Hong Kong seminar, Global Fashion Management students meet to work in intercultural teams to analyze a business with the goal of recommending strategy in finance, marketing, or retail, for large companies or entrepreneurs. This process would be challenging enough if you were familiar with your teammates, their expertise, and their negotiating techniques. But GFM students seldom have this advantage. In the first seminar, they work across cultures with those they’ve never met to come to consensus, relying on their colleagues’ skills in merchandising, product development, finance, retail, design, marketing, or any number of specialties required to operate successful companies.

Global Fashion Management students working in teams made out of professionals with diverse backgrounds offer complementary skills
Global Fashion Management students work in intercultural teams of professionals from diverse backgrounds to offer complementary skills as they create strategies for their case study recommendations.

These skills were tested at the Paris seminar in April, when Hermès came to Institut Français de la Mode to present the history of their extraordinary brand and the challenges they face. As demand increases for their products and the experience it offers around the world, the company came to GFM to seek advice on how they might deliver the highest standard of customer service on a level that’s consistent with the expertise required to develop the products themselves.

Hermès International executives offer feedback to students during their case study presentations. Corinne Feneon, Retail Activities Director (center); Florian Craen, Executive Vice President, Sales and Distribution (third from right); Guillaume de Seynes, Executive Vice President, Manufacturing and Equity Investments (with microphone); Bénédicte Revol, Client Marketing Director (Right).
Hermès International executives offer feedback to students during their case study presentations. Corinne Feneon, Retail Activities Director (center); Florian Craen, Executive Vice President, Sales and Distribution (third from right); Guillaume de Seynes, Executive Vice President, Manufacturing and Equity Investments (with microphone); Bénédicte Revol, Client Marketing Director (Right).

Lead by Guillaume de Seynes, Hermès International Executive Vice-President; Corinne Feneon, Hermès International Group Retail Activities Director; and Thibault Hesse, Hermès International Customer Experience Manager, students received a thorough history of the family and the brand, leading to questions such as, “what does luxury mean to a contemporary – and younger – consumer?” “How does a digital strategy fit into the future of an historic and revered luxury brand?” And, “how do you identify and create a profile for a new consumer, and deliver the highest standard of customer service?”

Prior to arriving in Paris, and in their respective countries, students conducted primary interviews, collected data from database and digital sources, and most importantly, experienced the Hermès store experience themselves in cities throughout the world, to better understand the brand values and culture. As students collected data, they communicated among themselves in advance of meeting at the beginning of April, comparing notes and setting expectations for their first meeting in Paris.

The seminar’s lectures added depth to several topics within the case study, and a final coaching session helped to sharpen the focus to the recommendations. In the final debriefing session at the close of presentations, Hermès executives praised the teams for their insights and perspectives that were sometimes surprising and sometimes verified their assumptions, but ultimately made a valuable connection between the retail experience and the expectations of a digitally-engaged and global consumer.

GFM Students presenting their strategy recommendations to for Hermès.
GFM Students presenting their strategy recommendations to Hermès.

From FIT students’ point of view, the following quotes:

“Working with one of the most iconic luxury brands such as Hermès provided an enriching perspective on French industry dynamics.”

“Fascinating study on luxury with an international group. Always interesting to observe the initiative to make changes, yet the blindness to acknowledge what truly exists.”

“It was a ‘one time in my life’ experience to give a presentation in front of executives from Hermès.”

“Overall, it was a great learning experience working with people who understand and value luxury and customer service in different ways.”

“Experience and practice are needed to understand and deal with these cultural differences.”

“Having access to the thoughts and strategies of top executives from Dior, Chanel and especially Hermes helped inform the concepts our group put forth to assist in moving the luxury customer experience into the digital world. It was impressive to hear how important the customers are to these brands, and they all approach their interactions with consumers in unique ways.”

Please see “Seminars” on the Global Fashion Management website for more information.


 

P​aris Seminar 2015: News from Luxury Industry Leader Sidney Toledano, Chief Executive, Christian Dior

Sidney Toledano, CEO of Christian Dior Couture, speaks to GFM students about his experience with turning a haute couture house into a global brand.

“True luxury is only meaningful when rooted in authentic tradition,” says Toledano, reflecting on his knowledge of the luxury industry at the Paris Seminar for Global Fashion Management students.

A recent New York Times article describes Dior’s management under Chief Executive Sidney Toledano as among the best training grounds for luxury executives. On April 8th, when Mr. Toledano addressed Global Fashion Management students from FIT, Hong Kong Polytechnic Institute, and Institut Français de la Mode on their Paris campus, his remarks were less about his management style than a reflection of his depth of knowledge of the luxury industry in general, and Dior in particular. Mr. Toledano channeled Christian Dior through his quote, “true luxury is only meaningful when rooted in authentic tradition,” before he went on to describe Dior’s evolution of designers and iconic garments and accessories, noting the importance of a thorough understanding of the brand DNA among creators.

Mr. Toledano began his presentation by describing the company’s licensing business after World War II and the effort to finally bring it under control. He commented on the early career of Bernard Arnault, and Yves Saint Laurent – Christian Dior’s assistant – all leading up to the extraordinary success of the company today. Commenting on the skill of the design and production teams, he said, “The Dior atelier is unique in Paris and at the height of complexity,” as Global Fashion Management students who have had the privilege to visit, will no doubt agree. Questions from students followed, asking about Dior’s digital commerce strategy, expanding into emerging markets, and the creative decisions behind the iconic brand.

“Even when there are no more secrets, fashion remains a mystery.“ – Christian Dior

Sydney Toledano, Chief Executive of Christian Dior, meeting with GFM students at the Paris Seminar
Sidney Toledano, Chief Executive of Christian Dior, meeting with GFM students at the Paris Seminar.
Véronique Schilling, Director, GFM Executive MBA at IFM Paris (Left), Sydney Toledano, Chief Executive of Christian Dior (Center), Emmanuelle Favre, International Human Resources Director, Christian Dior Couture (Right)
Véronique Schilling, Director, GFM Executive MBA at IFM Paris (Left), Sidney Toledano, Chief Executive, Christian Dior (Center), Emmanuelle Favre, International Human Resources Director, Christian Dior Couture (Right)

Please see “Seminars” on the Global Fashion Management website for more information.


 

NY Seminar: No Sleep Till Brooklyn

GFM students took a break from lectures at the SUNY Global Center in Manhattan during the recent New York seminar to spend a day exploring the rapidly evolving and consistently inventive retail environments of Williamsburg and Greenpoint, Brooklyn.

Global Fashion Management Students from Paris and Hong Kong join their colleagues in New York for a 10 day Intensive Seminar of lectures and site visits. Brooklyn is just a short subway ride away.

These neighborhoods –transformed from their origin as industrial, manufacturing centers, and home to thousands of immigrants who moved to the area from Manhattan’s lower east side in the early 20th century – were rezoned for development along the East River in 2005. The zoning ordinance allowed for light manufacturing, making it possible to continue apparel production. The new “creative economy” has provided Williamsburg and Greenpoint with an energy that is beginning to attract mainstream Manhattan retailers. But the neighborhoods’ small retailers are keeping their edge as local customers have given them permission to indulge in “slow” fashion and reward them for their courage. Two of our favorites are In God We Trust and Kai D. Utility.

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Shana Tabor, In God We Trust
Global Fashion Management students exploring the inside the hip apparel and jewelry boutique of the Greenpoint location of In God We Trust located at 70 Greenpoint Avenue. Other locations are in SoHo and Williamsburg. Photo by Lorenzo Ciniglio
In God We Trust F/W 2014

Shana Tabor, In God We Trust: Shana’s Greenpoint store serves as her jewelry and garment production studio, as well as the retail store for In God We Trust; her other retail locations are in Williamsburg and Soho. Shana’s collections are reminiscent of her New England heritage, infused with attitude and style, sung to Veruca Salt and Joan Jett, and made in Brooklyn (and Manhattan). Trained as a jewelry designer, Shana believes in the importance of detail and the integrity of quality.

Behind the scenes of their Greenpoint location, lies the jewelry workshop and a production facility for In God We Trust. Photo by Lorenzo Ciniglio
Shana Tabor, owner of In God We Trust shares the ins and outs of the creative and production process of her brand with Global Fashion Management Students. Photo by Lorenzo Ciniglio

. . .

GFM Students explore well tailored, slow fashion clothing line of Kai D. Utility at the 230 Grand Street Williamsburg boutique.
Kai D. Utility F/W 2014

Kai D., Kai D. Utility: As a disciple of the less-is-more philosophy, Kai D.’s shop is a panorama of rich organic neutrals dyed into high-quality natural fibers; woven in historic Italian mills; sung to Bob Dylan, Brother Yusef, and Billie Holiday; and cut and constructed in Manhattan. A gifted designer, his ideology, “refined for the modern artisan and built to last,” is visible in every garment. Kai D’s working knowledge of tailoring and fit, and the construction details which set his garments apart from the accepted standard, are alone worth the trip. For Kai D., this is personal.

Kai D. speaks to Global Fashion Management Students about the brand DNA and philosophy behind his brand. Photo by Lorenzo Ciniglio
A Global Fashion Management Student from partner University, Hong Kong Polytechnic gets up close and personal with the menswear at Kai D. Utility.
Some Inspiration from Kai D. Utility.