了解奢侈品管理专业方向：多莫斯设计学院工作坊
格里昂高等教育学院 2015年4月23日
在五星级酒店工作了几年以后，Alexandra Matyushkova来到多莫斯设计学院学习。多莫斯设计学院是格里昂新近推出的奢侈品牌管理专业方向的学术合作伙伴。经过这些年在酒店管理行业的工作之后，Alexandra在多莫斯工作坊中学习到了如何运用她已有的技能来处理一些奢侈品行业的真实案例，包括建设，推广，设计和管理方面，并找出相应的解决方案。
Alexandra Matyushkova
国籍：俄罗斯
毕业年份：格里昂– 2007.1, 多莫斯 – 2013
公司：M.Ways SRO
职位：所有者，总监
您目前在公司的职位是?
我在2013年和我的合伙人在布拉格（Prague）开创了自己的公司。现在正在考虑开一家时尚概念店。虽然我们在布拉格的店并不是奢侈品类型的（我希望在整个想法实现以后再重新评估是不是要朝奢侈品方向发展). 我和我的合伙人分担所有的职业：财务，市场营销，采购，视觉营销，公关等的。我想在创业的时候，为了想把业务做大做强，创业者必须参与所有的环节。
为什么您会想学奢侈品方向的专业？
奢侈品牌，不管是一个酒店还是一个品牌，都需要用不同于常规市场营销的方法来经营. 这并不仅仅是我们常常想到的在美学方面的不同（虽然这也是非常重要的），其实还是一种思维方式的不同。你的思维方式需要符合奢侈品行业的发展，而这就要求你自己来设定形成这样的思维方式。在我看来，格里昂已经教会了学生适应在奢侈品行业工作的思维模式，同时格里昂精神对于一个奢侈品牌管理专业人士来说也将使其受益匪浅。
“有些人说你可以通过学习别人的经验来了解奢侈品行业，比如通过阅读，观看视频，收集数据等等。但是这些并不能像到一个专业的院校，比如格里昂或者多莫斯那样的学院，可以系统地了解到很多不同的观点和经验。“
传统的学习并不能打破你的思维模式，带来一些疯狂的想法，而现实可以。批评的声音非常重要，因为它可以让你学习并进步。而一个国际化的校园环境有助于产生创意的想法并且学习到如何把这些想法付诸实际。“
你在多莫斯设计学院的最大收获是什么？
我想在多莫斯设计学院的经历和奢侈品牌管理专业的学习教会了我几件事情:
要做好奢侈品牌管理，你就需要从品牌的概念出发，并在此基础上提高市场对品牌的认知。在多莫斯设计学院，他们教会你如何做到这点。他们教会你什么是好的品味，而不要变得荒谬、平淡无奇、廉价低俗或者过于繁琐。
我不是说你要有会做很棒的幻灯片或者演讲的技术，我指的是整个演示的想法。多莫斯的老师教你如何设计一个令人眩目的演示，让演示本身为你加分，如何让受众不仅听到你的演示，更了解到你通过这个演示想要传达的讯息。
我了解到了细节的重要性，线条，美学，互动，幽默等等。我想这在当下都是非常重要的能力。
职业导向：你可以了解到奢侈品行业到底是什么，你需要具备什么能力来适应这个行业。就像我之前说的，多莫斯帮助你形成一个可以适应在奢侈品牌公司工作的思维模式。
想法+研究：通常有两种类型的想法，一种是灵感,就像直觉一样； 另一种是做了几个星期研究后通过逻辑获得想法. 前者是建立在直觉的基础上，后者是依据科学数据。在多莫斯，老师们教会你如何客观地看待这两类想法，而不要主观臆断(只选择使用那些符合你想法的数据). 同样地，多莫斯教会你如何正确分析这些数据，看到这些数据所表达的内容，然后激发你下一个想法。你会知道创新不是幻想，而努力工作的结果，你不可能产生无穷无尽的想法和创意。
行业灼见：当然，获益于多莫斯老师的专业精神，我们在做市场营销和品牌管理的时候，学会了如何从各个方向获得最新的数据和信息。
格里昂的奢侈品牌管理专业方向将会与多莫斯设计学院共同合作，其中包括开设一个多莫斯工作坊。您能聊一下多莫斯工作坊这个项目么？
多莫斯工作坊是我之后选择在多莫斯设计学院学习的重要原因！这个工作坊把商业和设计做了完美的结合，教给你当前在商业领域中需要的东西。
多莫斯工作坊一开始会有一个启动阶段，我们会被告知需要服务的产品，公司和主题。然后我们会做几个礼拜的研究调查，完成一份报告，有时候在这个阶段我们差不多就有了一个想法了。在做研究的这几个礼拜里，我们也会上一些专门为这个项目提供支持的课程。所有的教授都是行业内人士，为我们解释真实的商业情势，当前的问题和解决问题的理想方案。
在完成报告初稿后，我们会有一个反馈环节，这个环节非常有意思。我们会和导师还有公司代表一起做头脑风暴。然后我们大概会再有几个星期的时间来完成整个项目，在此期间也会有相关的课程。接下来我们就会有一个最终的报告陈述环节，相关的公司高层将到场了解我们的想法。
最终陈述是一个非常重要的环节，因为你需要展现你的设计方法和实施方案，你可以通过这个环节证明你的理念。在这个领域工作的感觉非常棒。
我最喜欢这种工作坊的地方就是，你可以讨论你的想法，然后你证明这个想法是正确的，接着把它付诸实施。整个过程让你充满激情，也让你想尽方法搜集各类信息来证明自己的理论，不管是在实际商业环境中的数据，还是图书馆，还是互联网，每个你可以想到的地方。这真的很有趣。
在参加这些工作坊的时候，你必须得非常专注于你的想法和如何展示你的想法，包括视觉感受和设计。你必须不断给自己压力去找到契合你想法的东西。我记得我曾经为了一个关于时尚的项目，花了3个晚上反反复复找一个能够完美表达“可持续经济”这个概念的视觉效果。但我找到那个我想要的效果的时候，我想那个页面已经可以完全表达我想传达的讯息。我知道人们可以不用听我解释，就可以了解我的想法，而这个就是奢侈品行业做营销推广的时候非常重要的一部分。
你本科学的是酒店管理，接着又深造了奢侈品品牌管理专业的研究生，你觉得像这样两者相结合的专业怎么样？
我觉得这是一个很棒的想法。就我的经历来说，豪华酒店很难脱离那些陈词滥调的东西（室内设计，地理位置。。）他们如果想受到客人们欢迎，他们就必须满足客户的要求，而客户的需求现在也是越来越复杂了。如果说10年前良好的服务和友好的工作人员就已经足够留住客人的话，现在客人们想要更多，他们想要听故事，他们想要想法，他们想觉得自己特别，同时又觉得能够得到别人的理解等等。
“我觉得这样一个可以把酒店管理和奢侈品品牌管理相结合的专业将会改变目前的行业业态。当两者相结合，不仅会在美学和特定的市场产生影响，你还可以教学生如何创造出一种奢华的体验，且从头至尾都表现出这种奢华。“
“当然，这对于那些善于创造，尤其是善于维持奢华体验的专业人士来说也是获益良多的。”
英国与瑞士格里昂酒店管理高等教育学院 - Glion Institute of Higher Education
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Inside the Luxury Brand Management specialization: Domus Academy workshops
by Glion Institute of Higher Education 23 April 2015
After spending a few years in the 5-star luxury hotel sector, Alexandra Matyushkova studied at Domus Academy, Glion’s academic partner for the new specialization in Luxury Brand Management. Building on her foundations in hospitality, Alexandra learned new ways to apply her skills through Domus’ workshops that take real-life industry cases and ask the students to find real-world solutions for luxury brand marketing, design and management.
Alexandra Matyushkova
Nationality: Russian
Graduation year: GIHE – 2007.1, Domus – 2013
Company: M.Ways SRO
Title: Owner, Director
What is your current position and company?
In 2013, I started my own business with my partner in Prague. We are on the way to opening a fashion concept store. Though based on our location (Prague), we did not go for luxury segment (and I hope for a “yet” in this sentence after we launch the whole project). We share all the duties: Accounting, Marketing, Buying, Visual Merchandising, PR … etc. But I think when you start your own business, in order to make it grow, or at least move, you have to be involved in everything.
Why did you choose to pursue studies in Luxury?
A luxury entity, be it a hotel or a brand, requires a completely different approach than the “general” marketing we often see. The issue is not only in aesthetics (though it is crucial as well) but also in the way of thinking. Your mindset should be designed to fit luxury and you have to be the one designing it. Glion already teaches students to fit luxury properties and the Glion Spirit is a super asset for a luxury brand management professionals, in my opinion.
“Some say that you can learn about the luxury industry through the experiences of others, by reading, watching, collecting data etc. But that won’t give you the same diversity of opinions and the expertise that you will get from studying with a specialized institution like Glion or Domus.
Traditional learning will not “break” your mind and bring you a crazy idea, it only works in reality. Critics are super important, because you learn from them. An international school environment is perfect for developing great ideas and learning how to apply them.
What key learnings did you take out of the workshops and your experience at Domus?
There are a couple of things that I took away from Domus and my Luxury Brand Management education:
In order to succeed in luxury brand management, you have to follow a brand concept and sustain it to create spontaneous awareness of your brand. At Domus, they show you how to do it. They show you where the line of good taste is, not to become ridiculous, obvious, cheap or too complicated.
Here, I am not talking about technical skills of making a Power Point or speaking, but the essence, the idea of presentation. In Domus, they teach you the way to design a stunning presentation. How to make it speak for you, how to make the public not only listen but feel what you are talking about.
I learned the importance of all the details, lines, aesthetics, interactions, humor, etc. In my opinion, this skill is super important nowadays.
Professional orientation. You learn exactly what luxury is and what it requires from you. As I said before, Domus helps you to build a mindset that fits with luxury companies.
Ideas + Research. There are two types of ideas: inspiration comes to you as a gut feeling, while logic comes to you after weeks of research. One is based on intuition, while the other relies on data. In both cases, Domus teaches you to see data objectively, not to fake it (only taking the data that fits your idea). Likewise, Domus teaches you to analyze the data correctly and see what it is telling you, so the next idea will come naturally. You learn that creativity is not an ability to fantasize, but the product of hard work, you cannot produce ideas and concepts non-stop.
Industry insight. Of course, we also received updated information and knowledge on all new sources and tools in marketing and brand management, due to the professionalism of the tutors at Domus.
For the Glion Luxury Brand Management specialization, we will be partnering with Domus Academy and include one Domus workshop. Can you talk about the Domus workshops?
Domus workshops were the reason I chose Domus Academy in the first place! These are the type of workshops where Business meets Design and they fall in love with each other. They are teaching what business requires right now.
The Domus workshops would start with the launch session, where we would be introduced to the product, issue and company. Then, we would have couple of weeks to do our research and draft a presentation, sometimes we would already form an idea about the concept. During those weeks, we would have classes that are meant to support our project. All the professors were from the field, explaining the real situations, issues and the paths that lead to reaching the desired results.
After the draft, we would have a session of feedback and a very entertaining session where we would brainstorm with our tutor and a company ambassador. Then, we would have another couple of weeks to finish the project, again with classes in between. Next, we would have a Final Presentation, where we shared our concepts with the company.
The final presentation is a crucial moment because you show the methodology of your proposal and the applications, it’s where you prove your theory. The sense of working in the profession is incredible.
What I loved the most about those workshops is that you are talking about YOUR idea, you are proving it right, you want to bring it to life. It makes you passionate about it. It makes you look for the information and support everywhere: in the field, in the library on the Internet… everywhere. It is truly interesting!
For these workshops, you have to stay FOCUSED on your concept and the presentation, its visuals and design. You have to push yourself to find the right thing. I remember spending 3 nights looking for the right visual for “sustainable economy” in the project about fashion. When I found the right visual, the picture that said exactly what I wanted it to, I knew people would understand what I was trying to say without the words, which is a major part of marketing in the luxury industry.
You did a Bachelor in Hospitality Management and a Master in Luxury Brand Management, what would you think of a program combining both segments?
I think it would be a great idea. In my experience, it is difficult for luxury hotels to stay away from banality (interiors, location…). If they want to be sold they have to satisfy the client, which nowadays is becoming more and more sophisticated. If 10 years ago, good service and friendly personnel were enough to keep guests loyal, now they want more, they want the story, they want the idea, they want to feel even more special, understood, etc.
“I think a program that combines both hospitality and luxury brand management could be a turning point in the industry. When these two sectors come together, not only in aesthetics and target market, you could teach students to create a luxury experience from A to Z.
Surely, it will be rewarding to form professionals who are able to create and, most importantly, sustain luxury experiences.
【原文引自】：http://www.gheac.com/thread-7580-1-1.html
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