2026 News 2026: Charlton College of Business students explore luxury branding in France during Winter Session

Seniors gain global perspective on European brand strategy at emlyon business school

Six Charlton College of Business seniors spent their Winter Session in Lyon, France, earning academic credit through an immersive luxury branding course at emlyon business school. The experience combined classroom instruction with hands-on exposure to international luxury markets, giving students firsthand insight into European brand strategy.

Located in one of Europe’s historic silk and fashion capitals, the program explored how global brands balance heritage, craftsmanship, and innovation while operating in culturally distinct environments. Company visits and a mystery shopping project allowed students to analyze luxury businesses throughout Lyon and apply classroom concepts to real-world strategy.

“Studying in France gave me insights I could not fully get in a traditional classroom. That helped me understand how culture influences behavior and how consumers experience brands."

"My experience was immersive and challenging, but also inspiring," said Manuel Frederico Jr., a management information systems and management dual major. "Beyond lectures, the class included company visits, mystery shopping, and real-world exposure that made the learning feel alive."

Frederico said the fast-paced course pushed students to think critically and creatively, particularly during discussions and their final project. Outside the classroom, he described navigating Lyon’s transportation system as an unexpected lesson in personal growth.

"At first it felt overwhelming," he said. "But I realized that being uncomfortable does not mean you are incapable. It means you are growing."

Jessica Walia, a finance and human resources management dual major, said learning about Lyon’s silk heritage and architecture helped her better understand how luxury brands are shaped by culture and history. Studying alongside international students also broadened her perspective on global education.

Through academic exploration and cultural immersion, the Winter Session program provided students with a global perspective that extends beyond the classroom and into their future careers.

For Vanessa Dos Anjos, a clothing brand owner majoring in general business administration, the course offered insight she could immediately apply to her entrepreneurial goals. Experiencing French daily life, she said, helped her see how culture influences the way consumers interact with brands.

"Studying in France gave me insights I could not fully get in a traditional classroom," said Dos Anjos. "I saw that people value balance in their day. They take time to slow down and enjoy meals. That helped me understand how culture influences behavior and how consumers experience brands."

Charlton undergraduates interested in spending the 2026-27 winter session in Lyon, France are encouraged to visit the Study Abroad Office. Charlton MBA students are eligible for a summer study abroad program in Lyon, earning up to six credits.

This story was co-written by Jackie Sassin '26, a Charlton College of Business marketing major and University Marketing Assistant.