Milan's Politecnico brings luxe expertise to Dubai

03 February, 12:21

    (ANSAmed) - DUBAI, FEBRUARY 3- MIP Politecnico di Milano in partnership with the Australian University of Wollongong in Dubai launched on Sunday the Global Executive Master of Luxury Management that will bring together Italian tradition with the new luxury markets of the Gulf region.

    It is another step on Italy's path towards the 2020 Expo which will open on October 20 and a concrete example of the great operation of scientific and cultural diplomacy that Italy will bring to the exhibition in Dubai.

    The 18-month program which will kick off in March is an executive program for professionals with at least five years experience who are interested to explore the world of luxury further. It is a jointly designed program by both universities, in which students get dual degrees upon completion.

    ''Luxury is one of the sectors in which Italy has a strong tradition and heritage, we want to keep studying to protect and nurture the craftsmanship and heritage and luxury in general'', said at the launching event Professor Alessandro Brun, Program Director of the Global Executive Master of Luxury Management.

    He added that the idea behind creating this program is linked to the relevance of Dubai developing the luxury industry, which is changing the scenario.

    ''We realize that no matter whether the participants will be working for an Italian brand or another, they have to be aware of what is happening in this part of the world'', Brun said referring to the Gulf.

    Participants will begin their studies in Dubai, then travel to the world's luxury capitals - Milan, Paris or Geneva - as the eight modules of the program will take place both in the UAE and in Europe.

    They will participate in luxury shopping and factory tours, exhibitions and industry fairs to gain exposure to the luxury sectors, and at the end of the program will have to elaborate a company project that will be presented in Dubai.

    Before the 1990s, luxury was for the elites but now it has become an elite product distributed for the masses, Brun added.

    ''It is more of a mass distribution of an elite product'', he specified.

    ''We already have a master program in luxury but we needed something on new luxury and Dubai represents the example of what luxury is today'', said Professor Andrea Sianesi, president of the Fondazione Politecnico di Milano.

    According to Bain & Company, the luxury goods and services market is valued at US$1.35 trillion globally and is expected to increase.

    The UAE luxury market alone is projected to reach $14.9 billion by 2023, as it is the largest spender in the luxury space for the Gulf countries. Millennials have been specifically wary of luxury in Dubai.

    ''We have been big consumers of luxury for a long time, so it will be great to have that kind of expertise here. So maybe eventually we will have some big brands coming out from this region'', said Rami, a prospective student who currently works in tech in Dubai.

    ''The management of luxury is a model that attracts a lot in the higher education sector around the world'', said the General Commissioner for Italy of Expo 2020, Paolo Glisenti, who attended the event to launch the master's degree. As part of Expo 2020, the commissioner said that between 40 and 50 Italian companies are already scheduled to attend and their number is rising. Small and medium-sized businesses will be attending, along with large firms, he said on the sidelines of the launch.

    The MIP Politecnico said that the program is designed for those who wish to expand their skills in managing luxury and the target are the emerging markets such as India. The program that will start next March aims at creating industry leaders for successful luxury companies so it will include strategic analysis, retailing and service design, luxury distribution, brand management and negotiating contracts.

    It has been accredited by the UAE-based Commission for Academic Accreditation (CAA) and is the first example of a joint program between a European and a Dubai-based institution to be accredited, according to the Italian university. (ANSAmed).

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