As a part of the MBA courses, several IFA students got the opportunity to meet Etienne Bourgois, CEO of the famous French brand agnes b., at the flagship store agnes b. Xintiandi Style, in the heart of Shanghai. Patrick Kouzmine and Olivia Chai, respectively chairman and managing director of IFA Paris, were also present.   

Firstly, Etienne Bourgois, who is actually the son of agnes b. welcomed the MBA students, showed them the flagship store and introduced them the new products and collections of agnes b., a family and civic enterprise created in Paris in 1975, for men, women and children, which has always tried to reflect the spirit of the age, and has expanded to the United States and throughout Asia.   

We then continued the interview and the Q&A session around a coffee. Etienne Bourgois explained that he also came to Shanghai, this time, to promote the Tara Expeditions, a long-term environmental program linked to the study of the ocean – Tara being the name of a scientific schooner owned and supported by agnes b, which will come to Asia, and especially Shanghai, in 2017. This year is actually the ten years anniversary of the Tara expeditions. The students showed great interest for the whole background stories regarding Tara.   

In direct link with their fashion and luxury management courses, the MBA students also asked questions about the branding strategy of agnes b. in China. Etienne Bourgois explained how he was “developing and maintaining agnes b.’s specific style”, and in fact how he was making sure that the designs created are all becoming wardrobe staple goods ! He mentioned that the efforts in promoting the brand’s social awareness are naturally linked with agnes b.’s DNA.   

The CEO of the French brand nicely answered all the questions and said that he was “impressed by the dynamism, independent and thoughtful ideas of IFA students.”