The New School News

Parsons Students Present Marketing Concepts for Luxury Brands

When Tiffany & Co. sought to refresh its brand perception among millennials, they made a strategic decision by turning to students from Parsons School of Design and Columbia Business School.

The students designed The Tiffany’s New York—a smart phone application aimed at increasing product awareness, and driving millennial traffic online and offline.

It was one of several projects produced by students in the Design and Marketing of Luxury Products, an interdisciplinary program in which students from Parsons and Columbia collaboratively developed concepts for Chanel, Graff, Hermès, Loro Piana and Tiffany & Co.

Hosted by the Luxury Education Foundation, the semester-long class culminated in the final student presentations at Columbia Business School last month. The LEF also announced Parsons students Maurice Dusault and Shweta Lakhani as the recipients of its 2015 Scholarship.

“Through this innovative program, students have the invaluable opportunity to develop brand-strengthening design solutions for some of the world’s leading luxury goods companies,” Joel Towers, executive dean of The New School’s Parsons School of Design, said. “This type of rigorous, cross-disciplinary, hands-on design experience is central to Parsons educational approach, and it’s why we continue our successful partnership with the Luxury Education Foundation and Columbia Business School year after year.”

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