Degree in ‘Gucci’

For
anyone thinking that student life is about cheap beer and second-hand coats, a
degree course is offering an immersion into indulgent luxury.

A
masters degree is being launched this autumn in luxury retail management at the
International University of Monaco.

Instead
of draughty flats and sociology, students will learn about private jets, yachts
and upmarket brands including Gucci.

This
is the latest example of degrees linked to specific areas of retailing.

The
course being launched in Monaco, which will be taught in English, could not be
further from any Young Ones stereotype of students living on a diet of baked
beans and radical politics.

Instead
the 35 international students will be following a syllabus looking at essentials
such as shoes, jewellery, watches, cars and yachts.

The
course has been developed in collaboration with brands including Gucci and
Ralph Lauren.

For
work experience, there will be the challenge of a “seven-month immersion
internship” in a luxury boutique.

But
these students will be learning about, rather than enjoying, the world of
luxury brands.

And
the university says the course has been created in response for the demand for
staff who are specialists in the luxury market.

It
already runs a masters degree course in luxury goods.

The
postgraduate students will be taught the “history, main trends and
competitive dynamics of the retail luxury industry”.

They
will learn about running shops and sales teams.

For
a more theoretical approach, there will also be a study of “aesthetics,
semiotics and artistic appreciation” and “codes, symbols and rituals
in luxury retailing”, says a spokeswoman for the university.

The
course director, Annalisa Tarquini, says the “management of luxury retail
is a critical growth area for international luxury brands, and the need for
trained and professional managers is imperative”.

Not
a baked bean or a Clash poster in sight

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