The importance of studying luxury on the French Riviera!

Q1. Tell us a bit about yourself.  

My parents are from the Philippines, and I was born and raised in Athens, Greece. Over the past nine years, I have lived in London as a menswear product developer and production consultant for small and startup fashion labels, as well as in luxury retail at a renowned department store. I also work with a uniform supplier that designs and produces staff attire for luxury hospitality businesses in London and abroad. I recently earned a postgraduate degree in Luxury Brand Management from one of EDHEC’s partner universities in London. With this degree and the certificate from EDHEC, I am confident that I will be able to transition to a career in marketing/branding for a luxury brand. 

Q2. Why did you choose the Business of Luxury Summer Programme and what did you gain from it? 

I had never been to the South of France and my knowledge about the region was limited to the content I had seen on social media, in movies, and at fashion or brand events. I had seen similar programmes on LinkedIn, but they were mostly based in Paris. Fortunately, I saw an email from EDHEC’s partner university and was able to apply on time. I was also very interested in the fragrance and hospitality modules covered in this programme, as I was curious to know how luxury perfumes were produced and marketed. I also liked how the programme was balanced between on-campus lectures and site or business visits to different regions outside Nice. The key things I gained were new and important connections in different sectors of the luxury industry and access to unique, behind-the-scenes experiences and businesses that are otherwise closed or inaccessible to the public. I also made new friends and had the experience of studying at a top institution in France with a beautiful campus (I still think of the classroom with the sea and airport view and the terrace). 

Q3. How did this programme help you grasp the scope of the luxury sector?  

This programme reinforced the concepts I had learned over the previous two years doing my postgraduate degree in luxury brand management. The lectures defined the intrinsic and symbolic values of luxury and discussed the main reasons for the high price point of luxury. I enjoyed the workshop and case studies, which exposed me to different categories or sectors of the luxury industry, the importance of luxury consumer segmentation and an understanding consumer behaviour, as well as the key players, such as heritage brands, conglomerates and emerging brands from developing markets. In site and business visits, I was able to hear from professionals in their respective luxury sectors, ask questions and learn about the challenges and opportunities they are facing, such as sustainability, digital transformation, personalisation and the integration of new technologies such as AI. In summary, the programme was designed to touch on important topics about the past, present and future to give a holistic understanding of luxury.

Q4. Explain why undertaking a programme in luxury in Nice makes sense.  

Before this programme and prior to coming to Nice, I was not aware of the luxury ecosystem in the South of France. I had always seen Paris as the epicentre of luxury in France and globally. However, after just two weeks, I have a clearer understanding of the role of the South of France, especially when it comes to fragrances, luxury hospitality and services. Also, Nice is one of France’s largest cities and its proximity to other luxurious destinations such as Cannes, St. Tropez, St.-Jean-Cap-Ferrat, Antibes and Monaco, to name but a few, makes it an ideal base for anyone studying luxury or wanting to experience luxury and elegance.

The city is a magnet for ultra-high-net-worth individuals who want to indulge in the Mediterranean lifestyle. Nice Côte d’Azur Airport enables these individuals to travel from city to city by private jet, while Nice’s marina and port are central to the luxury yachting scene. The city also features top shopping destinations, high-end spas, resorts and hotels, and gourmet dining. I particularly enjoyed the Belle Epoque architecture while I was exploring the city, the colours and scenery on sunny days and the Marc Chagall Museum. No wonder Queen Victoria named this city her favourite on the French Riviera.