Marie-Cécile Cervellon

Marie-Cécile Cervellon, Ph.D., is Professor and Head of the Marketing Department at EDHEC Business School. With industry experience at Sara Lee-Douwe Egberts and academic credentials from McGill University (PhD) and ESCP Europe (MiM), she specializes in luxury marketing, sustainable fashion, and digital consumer behavior. She co-directs EDHEC's 'Business of Luxury' summer program and leads research on social media branding, ethical consumption, and second-hand markets.

Education:

• PhD in Management (Marketing), McGill University (2004)
• Research Master in Marketing, Université Paris Dauphine (1991)
• Master in Management (MiM), ESCP Europe (1990)

Research Focus: Her work bridges luxury industries (fashion, cosmetics, gourmet food) with contemporary trends like influencer marketing, circular business models, and AI-driven consumer engagement. Key areas include:

• Narrative strategies in luxury advertising
• Second-hand luxury markets and ethical consumption
• Social media's impact on employer branding
• Cross-cultural sustainable fashion perceptions

She secured an Erasmus+ grant for developing employability in sustainable fashion (2023) and contributes to industry transformation through projects like the SFES White Paper.

Leadership: Heads EDHEC's Marketing Department and mentors interdisciplinary research teams exploring digital transformation in consumer markets.