HEC Paris short course: "The Future of Fashion"

Brief: HEC Paris, one of the world’s leading business schools, recognized the growing intersection between fashion and technology as a vital area of study for future leaders. With an emphasis on both MBA and Executive MBA students, HEC sought an expert to design and deliver a specialized course that would explore the evolution and future of fashion marketing, focusing particularly on luxury fashion and technological innovation.

The Challenge: As the fashion industry continues to evolve in response to shifting consumer demands and technological advancements, there is an increasing need for future executives to understand these changes, both historically and in terms of their implications for the future. HEC Paris wanted a comprehensive course that would blend the tradition of luxury fashion with insights into upcoming technological disruptions. This course would provide students with a strong foundation in luxury marketing and innovation, helping them grasp how fashion will evolve in the coming decades.

MDK Consulting Solution

Demi Karanikolaou, a seasoned expert in luxury and fashion marketing, was chosen to craft and deliver the course. She designed a comprehensive and forward-thinking program called The Future of Luxury to explore both the past and future of the fashion industry. This 360-degree course took students on an intellectual journey, beginning with the earliest examples of luxury in human history and extending to the present day, before delving into the innovations that will shape the future.

The course’s focus was threefold:

1. The Past and Present of Luxury: Understanding the evolution of luxury from early civilization to modern times, highlighting how luxury has always been deeply embedded in society’s values.

2. Current Technologies in Fashion: Exploring today’s technological innovations such as social media, e-commerce, digital marketing, and the impact of the internet on the fashion industry.

3. The Future of Fashion: Focusing on the disruptive technologies and emerging trends that will shape luxury fashion in the coming years, from AI and virtual reality to the metaverse.

Demi emphasized the inevitability of change and evolution, noting that luxury will always have a place in human society, but the ways in which it is expressed will continue to evolve—just as it has in the past, from private tailors to prêt-à-porter, and more recently, through digital platforms.

As technology continues to advance at a rapid pace, it is clear that the luxury fashion houses and professionals who will succeed in the future are those who are preparing now. By understanding the past, mastering current trends, and anticipating future disruptions, students were equipped with the knowledge to thrive in an ever-changing industry.

Key Highlights and Guest Speakers:

The course was enriched by the contributions of distinguished guest speakers, each a leader in their respective fields. These experts brought unique insights into luxury marketing, digital innovation, and fashion tech, giving students an immersive experience.

• Rachana Katragada (Richemont / Cartier)

• Paula Sello & Alissa Aulbekova (Auroboros)

• Kyriacos Kyprianou ( Threedium)

• Exclusible (NFTs & Digital Fashion Collectibles)

• Nina Michelland (Fashion Retail @ TikTok)

• The Fierce Walker (Fashion Influencer Marketing)

These industry leaders shared their cutting-edge insights with students, providing a holistic view of the luxury fashion landscape, both today and in the years to come.

The Outcome:

The Future of Luxury course successfully integrated traditional luxury marketing with the innovative technologies transforming the fashion industry. By providing a well-rounded exploration of the past, present, and future, Demi Karanikolaou enabled students to grasp not only the historical context of luxury fashion but also the skills and knowledge needed to navigate and lead in the rapidly changing world of fashion and technology.

This intensive course proved to be invaluable for MBA and Executive MBA students, who gained a comprehensive understanding of how the fashion industry will continue to evolve—and how they can play a key role in shaping its future.