【中英双语】Corporate Course on Luxury Industry 2024 Event Recap
In April 2024，Fudan University and LUISS University organized the COURSE ON LUXURY INDUSTRY.
在2024年4月，复旦大学管理学院和LUISS大学共同开展了奢侈品行业企业实务课程。
We are honored to have hosted an exclusive series of lectures featuring industry leaders from four of the most prestigious luxury brands: CELINE, Ferragamo, Louis Vuitton and Campari.
我们邀请到了来自四个享有盛誉的奢侈品品牌——CELINE、Ferragamo、Louis Vuitton和Campari的嘉宾，进行了一系列分享。
Each speaker brought a wealth of knowledge and unique insights into the various facets of the luxury industry, providing our attendees with an unparalleled learning experience.
每位嘉宾都带来了丰富和独特的见解，涵盖了奢侈品行业的各个方面，让同学们获益良多。
Students, from DDIM Program, Undergraduate and MBA programs of Fudan University had the opportunity to assist and actively participate to the discussions.
DDIM项目、本科生和MBA项目的学生们参与了此次课程，并参与到课堂互动讨论中。
Our event aimed to provide a platform for learning and dialogue, the speakers’ expertise and willingness to share their experiences have not only enriched our understanding of the luxury industry but also set the stage for future discussions and collaborations.
活动旨在提供一个学习和对话的平台，嘉宾们的专业知识和自身经验的真诚分享，不仅加深了同学们对奢侈品行业的理解，也提供了奢侈品行业就业、职业发展上的交流指导机会。
Lecture 1: CELINE - April 19th，2024
Una Jiang, Retail Director of CELINE China, captivated the audience with her journey through various facets of the LVMH group, highlighting the essence of brand rejuvenation.
第一节课，我们邀请到CELINE中国区零售总监Una Jiang女士。Una以她在LVMH集团的职业发展经历，揭示了品牌年轻化的本质。
Before the course started, Professor Zhang Xin, the Academic Director of DDIM project, delivered the opening remarks and presented the course certificate to Ms. Jiang.
在课程开始前，DDIM项目学术主任张新教授致辞并向嘉宾颁发了授课证书。
Una's discourse emphasized the delicate balance between maintaining a brand's core values and heritage while adapting to evolving consumer preferences.
Una的分享强调了维护品牌核心价值和传承的同时，需要适应并把握好与不断变化的消费者偏好之间的微妙平衡。
Particularly enlightening was her discussion on product extension, optimization, and the pivotal role of digital and omnichannel marketing in today's context.
她对产品扩展、优化以及数字化和全渠道营销在当今环境中的关键作用的深入探讨，令同学们深受启发。
Una's analysis of the Chinese market's evolution, especially the transformation of Gen Z consumers into opinion leaders, shed light on emerging trends and the redefined notions of luxury in the post-Covid era.
同时，Una分析了中国市场消费演变，特别是Z世代消费者转变为意见领袖的过程，揭示了后疫情时代新的消费趋势以及奢侈品观念的重新定义。
Notably, her insights on integrating traditional Chinese elements into luxury narratives underscored the significance of cultural confidence in brand storytelling.
Una认为，将传统中国元素融入奢侈品牌叙事，体现了我们的文化自信以及其在品牌故事中的重要性。
Lecture 2: Ferragamo - April 23th，2024
Simone Casalini, CEO of China & Southeast Asia for Ferragamo, provided a strategic overview of the brand's narrative approach, outlining its commitment to creating a cohesive brand experience.
第二节课，我们邀请到了Ferragamo中国及东南亚首席执行官Simone Casalini，带来关于品牌战略的分享，阐述了Ferragamo致力于创造统一的品牌体验。
Before the course started, Professor Zhang Xin, the Academic Director of DDIM project, delivered the opening remarks and presented the course certificate to Mr. Casalini.
在课程开始前，DDIM项目学术主任张新教授致辞并向嘉宾颁发了授课证书。
Simone's articulation of Ferragamo's strategic goals across product, store concept, communication, and client engagement underscored the brand's commitment to innovation and growth. The transformation of store concepts and elevation efforts highlighted Ferragamo's endeavor to differentiate itself in the luxury market while maintaining a compelling narrative.
Simone阐述了Ferragamo在产品、概念零售店、用户沟通及客户互动方面的战略目标，突显了品牌对创新和发展的承诺。概念零售店的变革彰显了菲拉格慕在保持引人入胜的品牌故事的同时，努力在奢侈品市场中脱颖而出的决心。
Lecture 3: Louis Vuitton - April 24th，2024
Yan Yan Zhang, Vice President of Supply Chain & Client Care Service for Louis Vuitton China, offered a comprehensive insight into the operational excellence and customer-centric approach that defines the brand's success.
Before the course started, Professor Zhang Xin,the Academic Director of DDIM project, delivered the opening remarks and presented the course certificate to Ms. Zhang.
在课程开始前，DDIM项目学术主任张新教授致开幕词，并为张燕燕女士颁发了课程证书。
By presenting key figures about LV China and elucidating the AILP (Awareness-Interest-Loyalty-Purchase) model, Yan Yan Zhang delineated the brand's strategic framework and its meticulous attention to every stage of the customer journey.
Moreover, her discussion on ESG initiatives, particularly sustainability and product recycling, underscored LV's commitment to responsible luxury. The emphasis on seamless e-commerce experiences and personalized delivery services further accentuated the brand's dedication to elevating the luxury experience for its clientele.
Lecture 4：Campari - April 26th，2024
In our final lecture of the series, we were honored to welcome Ida Tavoletti, the FP&A Director APAC of Campari, to share her insights into the brand’s strategic endeavors.
Before the course started, Mr. Kevin Mi, the director of Undergraduate & Postgraduate Education Center, presented the course certificate to Ms. Tavoletti.
课程开始前，由复旦管院本硕博教育中心主任密凯老师致辞并向嘉宾颁发了授课证书。
Applying her expertise, Ida offered an integrated perspective combining both marketing tactics and mergers and acquisitions to give us a comprehensive picture of Campari’s development. During her engaging session, Ida delved into Campari's growth strategy and its journey towards premiumization.
She specifically spotlighted the company's recent acquisition of Courvoisier, providing a detailed analysis of Campari’s strategic move.
Her presentation shed light on how Campari has not only expanded its portfolio but also enhanced its brand prestige in the competitive spirits market.
Ida's discourse perfectly echoed Campari's ethos of "Toasting life together", illustrating how the brand's philosophy permeates its business strategies and customer engagement.
文 / 2023级DDIM Cherry & Cassie
编 / 复旦管院本硕博教育中心