FIND ABOUT THE EXPERIENCE OF TWO OUTSTANDING EX-STUDENTS
In 2011, the economic and financial crisis hurt the sales rates of several luxury markets; the emerging ones -such as Mexico’s- were not affected, on the contrary: in our country there was a 15% annual growth. 5.2% of the population acquired more than half of the products of this sector in Latin America, according to reports from The Boston Consulting Group (BCG) and KPMG Group. Due to this background, Instituto Luxurylab was created, with the specific purpose of providing updated information and tools to prepare the people who occupy key job positions within the luxury sector; all this through the first Diploma of Luxury Management in Mexico and Latin America.
This postgraduate program consists of six modules divided into 100 practical and theoretical hours, taught by experts and opinion leaders of national and international acknowledgement. The summit is held in the Polanco neighborhood, one of the best neighborhoods in Mexico City. Abelardo Marcondes, founder of LuxuryLab Global, the most important luxury and lifestyle forum in Mexico and Latin America, and Roxana Rabinovich, who has more than 15 years of professional experience in the luxury industry, are the creators of this innovative academic project. The syllabus includes various topics, such as market history, general management, marketing and brand communication, large luxury sectors, sustainability and much more. Each of the modules aims to guide students into “becoming opinion leaders and developing an academic education of excellence as well as developing and establishing luxury brands in global companies” explains Marcondes.
Since its foundation in March 2011, the diploma has become a meeting point for the exchanging of ideas and knowledge, also for the creation of a network between executives and directors of the industry. During the course, luxury experiences and visits to leading companies such as Tane, Louis Vuitton, Hermès, Tiffany, Grupo Habita, St. Regis and Google are carried out. Luxury panels are also held with special guests, such as Françoise Lavertu, from Tesla; Maximiliano Villegas, from Tomorrowland Tailors; Lorenzo Ruiz, from Grupo Axo; Rodrigo Calvo, of Berger, and Maia Jujnovsky, of Goyard, among others. Over seven generations, more than 60 students have shared the classroom with renown teachers like Rafael Micha, Ingrid de Barrios, Laura Levy, Valeria Benavides, Javier de Angulo and Ruben Marshall, for example. Two outstanding alumni of the diploma course share their experience.
Co-founder of Troquer, a platform for bartering and fashion exchange
As part of the first generation and as a co-founder of Troquer, what is the importance of luxury in your professional area?
Just like we learnt more about luxury and how this is not something banal, I also learnt about storytelling and how it allows me to value my work pieces and educate my consumer.
Could you distinguish a “before” and an “after” at the end of this diploma?
Clearly. I broadened my horizons so I could be more aware of what is the meaning of luxury, support the brands that already exist in Mexico and reach the level of luxury that other countries have, taking advantage of the tradition we have: the one of being artisans.
From the list of teachers that were assigned to you, from whom did you get more knowledge and why?
It was very varied. For example, I loved Ingrid de Barrios because she simplifies the subject given, and, since you can clearly understand it, she gives the students a case to develop and apply the knowledge learnt. I got the Gucci case and today, my bag is from that specific Italian brand. It changed my general perspective from negative to positive.
How did the diploma’s syllabus help you in your professional development?
It showed me that if you are not convinced of something, you cannot transmit the right information to the client. Today, I have the certainty that I am doing things well and that I have a good and well prepared speech to give to my clients. I no longer doubt what is the product that I offer in Troquer, and how much they are worth. Nowadays, my clients monetize their clothes and democratize fashion by giving a second life to things. Today I can have an adequate brand positioning.
What was the experience that you enjoyed the most?
My favorite was the visit of a Cartier`s representative and another one from El Palacio de Hierro. Also, the presence of Rubén Marshall because it was the best way to understand that the luxury scene is considered to be from a piece of art to a bag. The visit to Miele also gave me a great learning experience.
EXPERIENCE: Lucia was part of the first generation of the Luxury Management Diploma at LuxuryLab Institute. Today, she has her own brand, Troquer.
“The interaction with the professors was characterized for having a theoretical foundation and for providing learning experience in the field of luxury industry.”
Juan Carlos Rivera
Founding Partner of Club 21 Chefs, sybarite club oriented to gastronomy.
What is your opinion about the existence and organization of this type of diploma?
In the beginning, I did not know anything about it; it came to me through publicity. I started to investigate more about the professors and I was amazed by their outstanding level. I find it impressive how is it that there´s only this avant-garde school in existence, considering that the luxury industry is worth almost 15 million dollars in Mexico alone. Overall, my experience was extraordinary.
Tell us more about your experience at LuxuryLab Institute:
First of all, the interaction with the professors was characterized for having a theoretical foundation and for providing learning experience in the field of luxury industry. Secondly, there was a well based context because one thing is the theoretical explanation and another completely different, is the historical one. We learned that there are brands with more than 200 years in France. What he gave me was theoretical knowledge and a base and, as it is said: “The one who knows more enjoys more”. Now that I know more about luxury, I enjoy it more and I pass it on to my clients, who are the club’s members.
Were the graduates’ expectations met or exceeded? How did you feel when the course was over?
I felt very happy because expectations were met. It was not easy for everyone who took it because, in the end, we worked in real companies for five days a week, and we also had to do the course’s homework and develop various topics. After all, this made it a pleasant experience, in the end it is a challenge and when you achieve it you feel a lot of satisfaction, it is a luxury to finish it and take your knowledge with you. Those of us who were part of the generation became friends and they all left a mark on me.
What kind of skills were you able to develop during the course?
It helped me a lot to learn about the history of luxury. Today, I give greater importance to brands such as Hermès, because for more than 200 years, the brand had been creating products using the best skins and hiring specialized people to do so.
Juan Carlos, founder of Club 21 chefs, found about about the diploma through advertising. He was surprised by both, the level of the program and the professors teaching it.
“The richness of the Institute is that the teachers have a lot of experience, this allows you to have a more complete vision of where your brand is going”