Counterfeiting & Trackability in the Luxury Industry - What about Consumers?
08:30 to 10:00
11 Sep 2017
Non-deceptive counterfeiting is a big issue in the luxury industry, both in terms of image-control and sales.
In this conference, we take a consumer-approach to this ‘business’, to help the audience get the hidden and non-rational motivations to buy fake luxury products, and to better anticipate how managers could fight against counterfeiting in a more efficient way.
We start with presenting the 10 given ideas that managers usually hold (and explain why they are right or wrong), and then we explain how trackability might be the solution, providing some interaction with the end-users.
Useful tips for brand managers and strategy managers and marketers will be given and we expect some constructive ideas to emerge from the debate that would inevitably happen afterwards!
About the Speaker:
- Dr. Anne-Flore Maman Larraufie – Founder SémioConsult®, Academic Director MS SMIB at ESSEC
Dr. Anne-Flore Maman Larraufie is advisor of the Fondazione delle Arti – Venezia. She graduated from the Military Academy of Saint-Cyr as an Engineer, got an Advanced Master in Strategy and Management of International Business (SMIB) from ESSEC Business School (France), a Certificate in Advanced Studies at Thunderbird Business School (USA) and finally completed her Ph.D. in Business Administration at ESSEC.
After several working experiences in various companies including EADS and LVMH (Guerlain), she decided to set up her own consulting agency SémioConsult®, while teaching in prestigious business schools and Universities all around the world (ESSEC, HEC, Ca’ Foscari, Shanghai Normal University, etc.). She also became a delegate of INPI (the French IP-regulating body) for the European Union, and an expert on Made In France & Luxury for the French Ministry of Economy. She is an expert in luxury, consumer behavior, branding and counterfeiting.
She still pursues academic research and publishes in top-tier journals. She got recently the best paper award for her article on the e-semiotics of luxury, published in the Journal of Global Fashion Marketing.
Dr. Maman is also the Academic Director of the Advanced Master in Strategy and Management of International Business at ESSEC, for the three campuses (two in Paris and one in Singapore), and as such manages yearly more than 300 students and works with an administrative team of 6 people, all spread around the world. She is also the Academic Director of a Master in Management in the Perfume Industry in partnership with ISIPCA and she is the Academic Director of the MSc in Management (Grande Ecole) in ESSEC Afrique-Atlantique campus (Rabat, Morocco).
- Please note that this event is restricted to French Chamber members only and limited to 2 persons per company maximum -
Please note that photographs and videos may be taken during the event for news and publicity purposes.