As the luxury industry evolves, Caroline Deng has decided to transition from advertising to luxury brand management. Her passion for this field was ignited by her MBA studies at HEC Paris.
Luxury brand management has been at the forefront of the industry’s remarkable resilience in times of crisis. Where other industries are cutting back luxury continues to grow through significant investments. The sector is also undergoing a transformation toward a greener economic model and leading brands to embrace responsible business practices. This new focus presents opportunities for more holistic brand management.
Indeed, luxury brand management is entering a new era. The traditional approaches are intermingling with innovative, sustainable strategies to not just be luxurious, but also responsible and forward-thinking.
Within this mosaic of circumstances, Caroline Deng pursued her MBA degree at HEC Paris. “I had been working exclusively in advertising and media. I actually wanted to branch out more into holistic brand management. I wanted to transition from the agency side over into a brand or an in-house team,” Caroline says. (00:51)
Holistic brand management encompasses a brand’s identity, reputation, and perception in the market. The focus on culture and values includes brand strategy, positioning, design, messaging, and social responsibility. Consistency, authenticity, and alignment of internal and external marketing activities create more meaningful customer experiences than traditional marketing.
Recognizing this shift, Caroline saw an MBA as the perfect springboard for her transition into brand management. (01:08)
Many MBA graduates gravitate towards three areas of transformation: function, industry, or location. Remarkably, Caroline hopes to achieve the “triple jump,” making a change in all three in one comprehensive shift. That’s transitioning from agency to client-side, switching into the luxury industry, and moving from the US to France. (00:37)
Part of her motivation for change was wanting to work with tangible goods and services. That criteria alone leaves a lot of possibilities. Thankfully her time in the MBA brought her focus to luxury brand management.
“I have to credit HEC honestly for me falling in love with the luxury industry,” she explains. (09:25)
Luxury brands have a rich history and heritage, which lend an aura of exclusivity and desirability that is hard to replicate in other sectors. But it’s not just about maintaining legacy; these brands are continuously pushing boundaries in terms of design, quality, and craftsmanship. This dynamism is particularly appealing, as it allows professionals in the field to balance respect for the past with the excitement of creating the future.
Additionally, the global nature of the luxury market provides the opportunity to work in diverse cultural contexts, enabling professionals like Caroline to broaden their perspectives and enhance their intercultural competency.
Another shift Caroline made was working in an in-house marketing team. In-house teams have more budget control, influence on campaign direction, and stakeholder communication. Moreover, it boosts industry expertise and skill set expansion through collaboration with other departments.
However, making these changes wasn’t easy. A successful MBA journey depends on how candidates handle challenges.
MBA degree programs are social by nature, stimulating peer-to-peer connections. From team projects to networking events, and extracurricular activities, MBAs cultivate networks, friendships, and communities. For introverts, it can pose a challenge.
“I think the most challenging part was in the beginning because you know, inherently, the MBA is a very social program, so if you are more on the introverted side, it can be pretty overwhelming because of the many social activities that you’re going to be thrown in from day one,” Caroline reflects. (06:06)
To enable students to connect, social activities at HEC Paris ensure a supportive atmosphere.
“So everybody is kind of like a big family. When it comes to meeting people from all different walks of life or different personalities, you become friends with a lot of people that you wouldn’t necessarily expect to be friends with from a first glance. And I think that campus environment really helps to do that because you have your campus, and you’re not necessarily escaping to the city,” she says. (03:15)
The three-part motto of HEC is, THINK, TEACH, ACT. With 140 years of expertise, the school empowers its MBA candidates to realize their ambitions. Once admitted, HEC Talents, the school career center, organizes one-on-one meetings to help students achieve their goals.
Thanks to her MBA at HEC Paris, Caroline stepped into the luxurious world of L’Oreal as a summer intern.
This leap might seem daunting to many, but Caroline, emboldened by her academic and cultural experiences, embraced the opportunity with confidence and enthusiasm.
This internship not only offered her a unique insight into the inner workings of a renowned luxury brand but also served as an affirmation of her career aspirations in luxury brand management. (09:35)
Caroline’s internship underscores the rewarding nature of her threefold pivot that was at once challenging and immensely enriching. Today, she stands on the threshold of an exciting career ready to make her mark.
Does Caroline’s journey inspire you? Connect with HEC Paris to get more insights on their MBA program.
