AUS-Chalhoub Symposium on Luxury redefines industry standards

Bringing together experts in the luxury sector, the 2024 AUS-Chalhoub Symposium on Luxury, held recently at American University of Sharjah (AUS), centered on sustainable innovation within the industry with the theme Reimagining the Way We Live.

Organized by the Chalhoub Group Professorship in Luxury Brand Management at AUS, the symposium which attracted over 250 AUS students featured a stellar lineup of speakers and panelists, including keynote speaker and panelist Diana Verde Nieto, a trailblazer in sustainability and innovation. Nieto's address underscored the imperative for luxury brands to integrate sustainability seamlessly into their business models, setting the stage for insightful discussions to follow.

“This symposium epitomizes the AUS School of Business Administration's (SBA) commitment to shaping future leaders who will pioneer sustainable practices within the luxury industry. As we convene to tackle the pressing challenges of our time, we affirm our dedication to nurturing innovation, integrity and responsible stewardship,” said Dr. Narjess Boubakri, Dean of SBA.

A panel moderated by Dr. George Christodoulides, Chalhoub Group Professor of Luxury Brand Management and Professor of Marketing at AUS, and co-moderated by AUS marketing major student Pritika Tilokani, explored the evolving role of luxury brands in sustainability. The discussion also looked at milestones in Chalhoub Group's sustainability journey and initiatives driving positive environmental and social impact. Panelists were Florence Bulte, Chief Sustainability Officer at Chalhoub Group; Benedicte Blanc, General Manager for Wholesale and Kids at Chalhoub Group; Margot Stuart, Co-founder of OriginAll; and AUS student Najla Al Hajri, a luxury marketing minor student representing Gen Z luxury consumers. 

"This event marks a pivotal moment in the luxury industry's journey towards sustainability. It serves as a catalyst for dialogue, collaboration and action, guiding us towards a future where luxury and sustainability are intrinsically linked," said Dr. Christodoulides.

The symposium included a competition that presented participating AUS students with the chance to secure internships with the esteemed Chalhoub Group. In this competition, students were tasked with selecting a luxury brand from within the Chalhoub Group's portfolio and envisioning innovative transformations for its distribution channels, retail experience and business model.

The AUS School of Business Administration offers courses in luxury brand management, including a recently launched minor program in luxury marketing, to help prepare graduates for the evolving demands of the luxury sector. For more information on the AUS School of Business Administration and opportunities it offers, visit www.aus.edu/sba.