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Fashion and Wine, IBSM’s new challenge

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Fashion and wine, new issues around an educational project. Linking these two worlds may seem a bit far-fetched. Yet, despite appearances these two areas are not so far apart. Indeed, between know-how and tradition, creation is in a way the guiding line for these two universes that intervene in the luxury sector. In this sense, by combining fashion and the wine sector, new opportunities can be revealed. Recently, Moet & Chandon champagne has teamed up alongside Yoon, a fashion designer. In particular, they pooled respect for tradition and the transmission of know-how to offer a limited edition of the Imperial Moët & Chandon cuvée.

Since its creation in 1743, Moët & Chandon has mixed respect for traditions and innovative spirit. On the occasion of its first international collaboration, the house calls on the innovative and daring creativity of Yoon, the co-founder and artistic director of the AMBUSH brand, to create the new design of its emblematic cuvée. With this choice, the house affirms its desire to be in tune with the times and its desire to correspond to the values carried by the current generation.

Fashion is becoming more democratic and more and more students are showing their appetite for the luxury sector. In this sense, higher education actors are thinking of new projects to attract young people. Indeed, the latter ranging from business school to design training compete with ideas. Nouvelle-Aquitaine includes the academies of Bordeaux, Limoges and Poitiers. The region has no less than 129,993 university students for the 2016-2017 school year. These figures make it a particularly attractive region for studies.

Faced with this observation, Ghislaine Daurel-Heydenreich detects a potential that has been developing for more than twenty years. The latter took over the management of a fashion school in 1991. This is the IBSM school. She is convinced that creation is at the heart of the luxury and fashion professions. In particular, it wants to promote “French know-how” at the local level in Bordeaux. On the occasion of his departure on June 30, Bordeaux Business was invited to the Press Club on June 18. The objective was to address the development prospects of the IBSM school.

ISBM, a real educational project around wine and fashion

IBSM is the Bordeaux Institute of Model Styling. It has been established in the Bordeaux ecosystem since 1998. Located at 11 Place des Quinconces in Bordeaux, the institute has been developing a new strategy since 2016. This strategy aims to adapt to changes in the luxury sector. It goes without saying that in the past fashion schools offered training based on the creative aspect. Today the world of luxury has changed and so has its way of apprehending it. In this sense, training must now include a production and marketing part.

Fashion schools are accessible from the Baccalaureate level. They are increasingly committed to offering long training courses. In particular, they want to give confidence in the seriousness of their project vis-à-vis students but also families. As such, IBSM is certified by the title “National Directory of Professional Certifications” for its diploma of stylist-modeller. The school fees amount to 7500 € per year. The RNCP certification makes it possible to give a guarantee of quality. Indeed, he argues that the training is recognized by the State. It also attests to its relevance on the labour market. In order to best match the entrepreneurial aspirations of its students, IBSM offers a specialization in “collection creation and development”. It gives access to a bachelor’s degree.

In order to complete their offer, higher education institutions capitalize on the assets of the city of Bordeaux, namely the art of living and oenology.

With this in mind, in 2016, IBSM developed a Wine School branch under the aegis of Béatrice De La Mare. Cognac-educator, Béatrice De La Mare is keen to focus an educational project around wine but also spirits that suffer from an unmodern image, especially among the new generations.

ISBM Wine School offers a bachelor’s degree in “wine merchant-sommelier” with an wine tourism framework while the master’s degree focuses more on marketing and marketing. The school aims to establish partnerships with bordeaux vineyards. HasCurrently, Château Jouvente (AOC Graves) welcomes the school’s students during tasting visits. For the start of the 2019 academic year, the two entities IBSM Wine School and IBSM Mode & Marketing will merge. The goal is to link these two seemingly antagonistic worlds to create an ambitious emulsion.

Bordeaux higher education schools, access to emerging markets

The industrial fashion sector in France, mainly in Paris but also in recent years in Bordeaux is a dynamic sector. Indeed, nearly one in thirteen industrial companies works in France in the field of fashion and luxury. The Bordeaux Institute of Styling-Modelling in Bordeaux has been able to detect the potential of Bordeaux’s reception of Asian students. The growing interest in China for the schools of fashion design and management is no exception to the dynamics of Bordeaux. The recent purchase of the school by a Chinese national testifies to this dynamic and the desire to seize business opportunities. Ibsm has set up an intercultural exchange program specifically focused on China.

A partnership with Ningxia University has been concluded. Cit welcomes about ten students a year, a university that also has a wine institute. Symbol of this fascination for Asia, IBSM Wine School also offers short courses. They are open to professionals and individuals to the “sake-sommelier”. Un Japanese wine based on rice that is in no way comparable to the eau de vie to which sake is often associated. We therefore note that training in the vine and wine trades is an excellent way for schools to offer a showcase of prestige and excellence around the world.

Thus the courses offered by Kedge Business School Bordeaux with “Wine and Spirits Management” and INSEEC Wine and Spirits with “MBA Wine Marketing and Management” enjoy international visibility. France’s influence on the wine industry remains unparalleled, as evidenced by the French Wine Scholar certification, which has a strong reputation abroad more than on our national territory.

With the merger between its Mode and Marketing entity and its Wine School entity, ISBM is modeling its strategy on other higher education institutions in the Bordeaux region. By diversifying its offer on comparative advantages of Bordeaux not relocated such as Bordeaux vineyards, private schools adapt to the aspirations of students.

Justine Angibaud – BORDEAUX BUSINESS

Sources:

Bordeaux Business, Bordeaux the eldorado of higher education

http://www.culture.gouv.fr/Thematiques/Design-mode/La-mode-en-France

U-Bordeaux – University of Bordeaux figures (April 2019)

Businesses.gouv – The textile, fashion and luxury sector

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