Louis Vuitton Case Study: Bridging Theory and Practice in Luxury Strategy

In a unique collaboration that brought academic learning into direct contact with industry practice, students from the MSc in Marketing Management programme tackled a real-world challenge from Louis Vuitton. As part of the Luxury & Fashion specialisation, they were tasked with developing strategic recommendations for one of the world’s most iconic luxury brands.

In this exclusive interview, members of the winning team—Matéo Guyard, Grace Mason, Sameeksha Nanda, Yixin He and Syrine Sebai—reflect on the impact of this experience, the role of their academic training, and the lessons they’re taking forward into their future careers.

Matéo, can you tell us about the challenge and what it was like working with Louis Vuitton?

This project stood out because it brought a real business challenge into the academic environment. As students in the Luxury & Fashion specialisation—and for me personally, as a French student—it was an incredible opportunity to work with a brand that represents excellence in our industry. The experience came with a sense of responsibility. We knew our recommendations had to meet the standards of a brand like Louis Vuitton, which pushed us to go beyond theory and deliver practical, high-impact solutions.

How did the MSc in Marketing Management programme prepare you for this experience?

“The programme gave me the confidence I needed,” says Grace. “Earlier in the year, I presented to managers from other leading brands, which helped refine my communication skills. So, when it came time to present to Louis Vuitton, I felt equipped and ready.”

 

Sameeksha adds: “Coming from a non-business background, the programme helped me build a strong foundation in business thinking and marketing strategy. I learned how to turn theory into actionable insights. What also made a big difference was our team’s diversity—we had different cultural and academic backgrounds, which boosted our creativity and collaboration.”

Yixin, what did working with Louis Vuitton teach you about luxury brands—and yourselves as marketers?

It taught me the importance of blending strategic thinking with attention to detail. We had to be structured, outcome-focused, and look at the challenge from multiple perspectives. As our professor often reminded us, marketing is the integration of art and science—and this project really brought that to life.

How do you think this experience will influence your future careers?

“It gave us real insight into what the luxury industry expects,” says Sameeksha. “We had to balance strategy, creativity, and performance, while clearly communicating and defending our ideas in front of professionals. It challenged us to think on our feet and deliver with impact—skills that are invaluable for our future careers.”

 

Matéo adds: “This case mirrored the fast-paced, high-stakes nature of real business environments. We faced tight deadlines and limited information, which forced us to be resourceful and decisive. It was perfect preparation for the challenges we’ll face after graduation.”

Would you say this project bridged the gap between academic theory and industry practice?

“Absolutely,” says Yixin. “We applied consumer insights, digital strategy, and competitive benchmarking—everything we’d learned in class—to a real situation at Louis Vuitton. It was rewarding to see those tools in action.”

Grace agrees: “Presenting to industry professionals about their own brand was a whole new level. It pushed us to sharpen our communication and make our ideas resonate beyond the classroom. That experience brought our academic knowledge to life.”