Singapore Management University (SMU) and LVMH have established a five-year strategic partnership via the new LVMH-SMU Asia Luxury Brand Research Initiative, which aims to produce and deliver independent and high quality academic research dedicated to the luxury brand sector and the Asian market. Jointly led by LVMH and SMU, and operated through SMU’s Centre for Marketing Excellence, the LVMH-SMU Asia Luxury Brand Research Initiative is expected to benefit SMU, LVMH and Singapore. In particular, the Initiative aims to produce independent and high quality academic research through the involvement of a panel of faculty experts and students in a range of activities including case studies, research projects, publications and executive education. It will promote collaborative research interactions by bringing together researchers, practitioners and students through academic and practitioner seminars, conferences and visiting professorship. The joint research initiative will also develop a pool of talents by giving students the opportunity to develop strong working knowledge of the luxury industry and to engage in authentic research experiences, as well as by providing internships and career opportunities within the luxury sector.