MBA Luxury Brand Management

MBA Luxury Brand Management
Class of 2016-2017

Friday, February 27, 2015

Field Trip: Hong Kong

By Stephanie Walker, MBA in International Luxury Brand Management 2014-2015, USA/UK

In February, the MBA in Luxury Brand Management Class embarked on a two-week field trip to explore two markets and cultures first hand. The first stop was Hong Kong. Once considered an emerging market, Hong Kong today is a bustling hub of activity for luxury retail and often the city of choice for a brand’s Asia-Pacific headquarters.

During our one-week stay in Hong Kong, the class met with eleven luxury companies and/or groups to discuss how the Hong Kong and Asian market has evolved over time and what challenges and opportunities might lie ahead. The company visits ranged greatly and included key players, such as Chanel and LVMH, in addition to covering all four of the main industry sectors: Fine Wines and Spirits, Fragrances and Cosmetics, Jewelry and Watches as well as Fashion.

The topics for each company varied greatly as well. This variety truly provided the class with an inside look at key issues for each company or specific objectives that the brands are looking to achieve within in the next few years. The topics ranged from the importance of travel retail, to the concept of relaying key messaging in the Asian market, as well as the rising impact of digital on the luxury market.

During several of the conferences, the class also heard from the regional HR team about opportunities within the company and what it is like to work in Hong Kong. For the both students considering a career in the Asia-Pacific region and those interested in learning more about business practice in Asia, it was a great first step towards understanding the regional company culture for these brands.