How does successful luxury branding work? And what role do customer experience, personalization, and brand communication play in the luxury industry? Students in the Master’s in Luxury Management (M.A.) program found answers to these questions during a three-day excursion to Munich. Together with program director Marc Paternot, they visited renowned companies in the luxury industry and gained valuable insights into various areas of luxury management. The trip combined academic knowledge with practical experience and offered numerous opportunities for networking and career orientation.
The event began with a visit to the Munich headquarters of Estée Lauder Companies. After being welcomed by the HR team, the students gained fascinating insights into the company’s history and the evolution of one of the world’s leading beauty companies. Particularly impressive was the story behind the free product samples—a marketing idea from Estée Lauder that has become an integral part of the cosmetics industry today.
In addition to historical and strategic insights, the focus was also on career prospects. During a creative session with the Aveda brand, the students engaged in conversation with employees from the Human Resources and Recruiting departments. Questions regarding application processes, career paths, and entering the workforce were discussed directly with industry representatives. Additionally, marketing experts from La Mer and Clinique provided insights into their daily tasks and highlighted how differently luxury brands address and position their target audiences.
On the second day, the program included a visit to Louis Vuitton. At the store on Munich’s Residenzstraße, the students were given an exclusive behind-the-scenes look at the world of luxury retail. Topics such as product presentation, service culture, and customer experience were brought to life right at the point of sale.
A special highlight was meeting an artist who customizes Louis Vuitton suitcases. The students were able to experience firsthand the significance of craftsmanship, exclusivity, and personalization for luxury brands. The group then visited one of only six Louis Vuitton Foundation Art Spaces worldwide, where the connection between brand, art, and culture became evident.
Later in the day, the students explored the topic of clienteling. Working in groups, they analyzed practical case studies and developed strategies for long-term customer loyalty. The presentation and discussion of the results impressively demonstrated how crucial individual customer relationships are for the sustainable success of luxury brands.
The study trip concluded with a visit to Swarovski. The students were actively involved right from the start: in a styling challenge, they developed individual looks for celebrities and presented their ideas using selected Swarovski products.
Following this, company representatives provided an in-depth look at Swarovski’s brand strategy and presented current challenges in the luxury segment. The focus was on a case study on the topic of “Pop Luxury” and the design of an attractive customer journey for younger target groups. The students presented innovative concepts aimed at creating emotional brand experiences and strengthening the connection with Generation Z.
The study trip to Munich highlighted just how important direct interaction with companies is for a modern luxury management program. Through visits to Estée Lauder Companies, Louis Vuitton, and Swarovski, students gained practical insights into marketing, retail management, clienteling, customer experience, and human resources. At the same time, the trip offered numerous networking opportunities and opened up valuable prospects for future careers in the international luxury industry.