Shanghai, August 28, 2026 — From July 6 to 10, 2026, the France leg of the SISU MBA Overseas Business Study Tour took place across Paris and the La Défense district, with students exploring what truly underpins a luxury brand's premium.
Built around thematic courses at IESEG School of Management, the study covered fashion management, brand management and digital marketing, social media, sustainable business, and luxury customer experience. Through lectures by Professors Peter Hammer, Gwarlann de Kerviler, and Sébastien Santos, and contributions from guest speakers including L:A Bruket CEO Jean-Christophe Jourde, students examined the enduring propositions of the luxury industry — heritage and modernity, creativity and profit, craft accumulation and new frontiers. Beyond the classroom, they walked the fashion axis from the Paris Opera House to the Cour Carrée, visited the haute couture atelier Maison Lesage at la Galerie du 19M, and observed the brand-and-retail experience at La Samaritaine, connecting industry history with live commercial practice.
Throughout the program, students engaged with the sector's core tension: brands sustain mystique through scarcity while remaining continuously visible on digital platforms, balancing tradition with a new generation of consumers and new technologies. The journey closed with a graduation ceremony and a farewell dinner aboard a Seine river cruise.
The France leg wove coursework, industry visits, and urban exploration into a single learning chain, equipping students to examine long-term value in luxury branding from multiple perspectives as they return to their own industries.
