Rodica Muravetchi

Rodica Muravetchi serves as an Assistant Professor and Research Lecturer specializing in Marketing and Brand Heritage Management within the luxury sector, investigating how brands construct governable historical narratives through material practices.

Her academic foundation includes:

• Doctoral studies in Marketing, Université Paris Nanterre & Institut français de la mode
• Specialized Master in Fashion & Luxury Management, Institut Français de la Mode (2020)
• Grande Ecole Program (Marketing French Excellence), Neoma Business School (2014)

Her research employs socio-material theory to analyze archiving, exhibition, and narration techniques luxury brands use to transform historical elements into strategic assets. This work reveals how heritage becomes mobilizable capital through institutionalized practices, with significant implications for brand longevity in high-end markets where historical authenticity drives consumer value.

Prior industry engagement encompassed marketing development at L'Oréal and L'Occitane en Provence within consumer wellness, plus immersive retail training at Christian Dior Couture and Chanel—providing practical insights into luxury brand operations that inform her academic framework.