Essec\Faculty\Model\Profile {#2216
#_id: "B00825151"
#_source: array:39 [
"bid" => "B00825151"
"academId" => "35097"
"slug" => "sand-oscar"
"fullName" => "Oscar SAND"
"lastName" => "SAND"
"firstName" => "Oscar"
"title" => array:2 [
"fr" => "Professor of Management Practice"
"en" => "Professor of Management Practice"
]
"email" => "B00825151@essec.edu"
"status" => "ACTIF"
"campus" => "Campus de Cergy"
"departments" => []
"phone" => ""
"sites" => []
"facNumber" => "35097"
"externalCvUrl" => "https://faculty.essec.edu/en/cv/sand-oscar/pdf"
"googleScholarUrl" => ""
"facOrcId" => "https://orcid.org/"
"career" => array:6 [
0 => Essec\Faculty\Model\CareerItem {#2215
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2024-09-01"
"endDate" => null
"isInternalPosition" => true
"type" => array:2 [
"en" => "Other appointments"
"fr" => "Autres positions"
]
"label" => array:2 [
"fr" => "Professor of Management Practice"
"en" => "Professor of Management Practice"
]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
1 => Essec\Faculty\Model\CareerItem {#2219
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "1995-05-01"
"endDate" => "2005-11-30"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Professional appointments"
"fr" => "Positions professionnelles"
]
"label" => array:2 [
"fr" => "General Manager"
"en" => "General Manager"
]
"institution" => array:2 [
"fr" => "Octagon "
"en" => "Octagon "
]
"country" => array:2 [
"fr" => "Chine"
"en" => "China"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
2 => Essec\Faculty\Model\CareerItem {#2222
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2005-12-01"
"endDate" => "2010-06-30"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Professional appointments"
"fr" => "Positions professionnelles"
]
"label" => array:2 [
"fr" => "PR & Communications Director Asia"
"en" => "PR & Communications Director Asia"
]
"institution" => array:2 [
"fr" => "Giorgio Armani Limited "
"en" => "Giorgio Armani Limited "
]
"country" => array:2 [
"fr" => "Chine"
"en" => "China"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
3 => Essec\Faculty\Model\CareerItem {#2223
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2011-06-01"
"endDate" => "2015-01-30"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Professional appointments"
"fr" => "Positions professionnelles"
]
"label" => array:2 [
"fr" => "Senior Marketing Director Asia"
"en" => "Senior Marketing Director Asia"
]
"institution" => array:2 [
"fr" => "Hugo Boss "
"en" => "Hugo Boss "
]
"country" => array:2 [
"fr" => "Chine"
"en" => "China"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
4 => Essec\Faculty\Model\CareerItem {#2224
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2019-01-22"
"endDate" => "2024-08-30"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Professional appointments"
"fr" => "Positions professionnelles"
]
"label" => array:2 [
"fr" => "CEO"
"en" => "CEO"
]
"institution" => array:2 [
"fr" => "l'Atelier Peony Consulting "
"en" => "l'Atelier Peony Consulting "
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
5 => Essec\Faculty\Model\CareerItem {#2225
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2025-09-01"
"endDate" => "2026-08-31"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Other Academic Appointments"
"fr" => "Autres positions académiques"
]
"label" => array:2 [
"fr" => "Directrice Académique du Master Luxe"
"en" => "Academic Director of Master in Luxury Management"
]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
]
"diplomes" => array:3 [
0 => Essec\Faculty\Model\Diplome {#2218
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
]
"year" => "1995"
"label" => array:2 [
"en" => "Bachelor, History & Business"
"fr" => "Bachelor, Histoire"
]
"institution" => array:2 [
"fr" => "Université chinoise de Hong Kong"
"en" => "Université chinoise de Hong Kong"
]
"country" => array:2 [
"fr" => "Chine"
"en" => "China"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
1 => Essec\Faculty\Model\Diplome {#2220
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "CERT"
"type" => array:2 [
"fr" => "Certificats"
"en" => "Certificates"
]
"year" => "2019"
"label" => array:2 [
"en" => "Executive Certificate of Management Consulting"
"fr" => "Executive Certificate of Management Consulting"
]
"institution" => array:2 [
"fr" => "Grenoble École de Management"
"en" => "Grenoble École de Management"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
2 => Essec\Faculty\Model\Diplome {#2217
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "CERT"
"type" => array:2 [
"fr" => "Certificats"
"en" => "Certificates"
]
"year" => "2017"
"label" => array:2 [
"en" => "Diplôme d’Etudes en Langue Française Niveau B1"
"fr" => "Diplôme d’Etudes en Langue Française Niveau B1"
]
"institution" => array:2 [
"fr" => "Cilfa Centre International de Langue Francaise d’Annecy"
"en" => "Cilfa Centre International de Langue Francaise d’Annecy"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
]
"bio" => array:2 [
"fr" => """
<p>Oscar Sand est Professor of Management Practice en marketing et Directrice Académique du Master in Luxury Management à l’ESSEC. Elle est une praticienne du luxe et une éducatrice qui a plus de 20 ans d’expérience dans la gestion des marques et le marketing. Elle a précédemment ocupé le poste de directrice marketing snior aupres de marques de luxe, notamment Giorgio Armani et Hugo Boss. Oscar a conseillé un large éventail de marques de luxe, dont Audemars Piguet, Bulgari, BMW, Ermenegildo Zegna, Girard-Perregaux, Jaeger-LeCoultre, Montblanc, Maybach of Mercedes, Omega, Piaget, etc.</p>\n
\n
<p>Elle a donné de nombreux cours sur le luxe pour des institutions comme HEC Lausanne et Emlyon. Ayant travaillé et vécu en Asie et en Europe, elle est une leader compétente sur le plan culturel et empathique. Son expertise couvre les domaines de la marque et du marketing, de la stratégie digitale, de l’expérience client et des activations en ligne et hors ligne (relations publiques, événements, retail marketing, partenariats, etc). Sa mission est de faire briller les marques et les futurs leaders du luxe ! </p>\n
"""
"en" => """
<p>Oscar Sand is a Professor of Management Practice in the marketing department and the Academic Director of Master in Luxury Management at ESSEC. She is an experienced luxury practitioner and educator, with over 20 years of expertise in brand management and marketing. She previously held the role of Senior Marketing Director at prestigious fashion brands, including Giorgio Armani and Hugo Boss. Additionally, Oscar has provided consultation to a broad range of luxury brands, such as Audemars Piguet, Bulgari, BMW, Ermenegildo Zegna, Girard-Perregaux, Jaeger-LeCoultre, Montblanc, Maybach of Mercedes, Omega, and Piaget.</p>\n
\n
<p>Leveraging her work and living experience in Asia and Europe, Oscar is recognized as a culturally competent and empathetic leader. Her expertise spans the areas of branding and marketing, digital strategy, customer experience, and online and offline activations such as PR, Events, Retail Marketing, Sponsorship, etc. Her mission is to help brands and future leaders in the luxury industry shine.</p>\n
"""
]
"department" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"industrrySectors" => array:2 [
"fr" => "Textile, habillement et luxe"
"en" => "Textiles, Apparel and Luxury Goods"
]
"researchFields" => array:2 [
"fr" => null
"en" => null
]
"teachingFields" => array:2 [
"fr" => "Stratégie marketing - Autre domaine"
"en" => "Marketing Strategy - Other teaching domain"
]
"distinctions" => []
"teaching" => []
"otherActivities" => array:1 [
0 => Essec\Faculty\Model\ExtraActivity {#2221
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#_source: array:9 [
"startDate" => "2019-05-01"
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"uuid" => "501"
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"fr" => "Activités professionnelles"
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]
"subType" => array:2 [
"fr" => "Membre d'une association professionnelle, d'un groupe d'experts ou d'un conseil d'administration"
"en" => "Member of a professional association, of an expert group or of a board of directors"
]
"label" => array:2 [
"fr" => "Organising Committee"
"en" => "Organising Committee"
]
"institution" => array:2 [
"fr" => "Annecy Professional Women Networking "
"en" => "Annecy Professional Women Networking "
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
]
"theses" => array:1 [
0 => Essec\Faculty\Model\These {#2226
#_index: null
#_id: null
#_source: array:9 [
"year" => "2024"
"startDate" => null
"endDate" => "2024"
"student" => ""
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]
"role" => array:2 [
"fr" => "Membre de jury"
"en" => "Thesis jury member"
]
"institution" => array:2 [
"fr" => "Rennes School of Business"
"en" => "Rennes School of Business"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
]
"indexedAt" => "2025-12-06T06:21:22.000Z"
"contributions" => array:4 [
0 => Essec\Faculty\Model\Contribution {#2228
#_index: "academ_contributions"
#_id: "16003"
#_source: array:18 [
"id" => "16003"
"slug" => "16003-marketing-global-summit-2025-the-future-of-marketing-key-trends-and-priorities"
"yearMonth" => "2025-03"
"year" => "2025"
"title" => "Marketing Global Summit 2025 - The future of marketing key trends and priorities"
"description" => "SAND, O. (2025). Marketing Global Summit 2025 - The future of marketing key trends and priorities. Dans: TEHA Global Summit. Milan."
"authors" => array:1 [
0 => array:3 [
"name" => "SAND Oscar"
"bid" => "B00825151"
"slug" => "sand-oscar"
]
]
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"updatedAt" => "2025-09-19 01:01:26"
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"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2025-12-06T06:21:43.000Z"
]
+lang: "en"
+"_score": 7.804515
+"parent": null
}
1 => Essec\Faculty\Model\Contribution {#2230
#_index: "academ_contributions"
#_id: "16004"
#_source: array:18 [
"id" => "16004"
"slug" => "16004-can-anyone-replicate-hermess-success"
"yearMonth" => "2025-08"
"year" => "2025"
"title" => "Can anyone replicate Hermès’s success?"
"description" => "SAND, O. 2025. <i>Can anyone replicate Hermès’s success?</i> Août."
"authors" => array:1 [
0 => array:3 [
"name" => "SAND Oscar"
"bid" => "B00825151"
"slug" => "sand-oscar"
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"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2025-12-06T06:21:43.000Z"
]
+lang: "en"
+"_score": 7.804515
+"parent": null
}
2 => Essec\Faculty\Model\Contribution {#2232
#_index: "academ_contributions"
#_id: "16005"
#_source: array:18 [
"id" => "16005"
"slug" => "16005-hermes-vuitton-chanel-sur-tiktok-les-geants-du-luxe-cibles-dune-campagne-de-desinformation-venue-de-chine"
"yearMonth" => "2025-04"
"year" => "2025"
"title" => "Hermès, Vuitton, Chanel... Sur TikTok, les géants du luxe cibles d’une campagne de désinformation venue de Chine"
"description" => "SAND, O. 2025. <i>Hermès, Vuitton, Chanel... Sur TikTok, les géants du luxe cibles d’une campagne de désinformation venue de Chine</i>. Avril."
"authors" => array:1 [
0 => array:3 [
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"slug" => "sand-oscar"
]
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]
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+"parent": null
}
3 => Essec\Faculty\Model\Contribution {#2229
#_index: "academ_contributions"
#_id: "16002"
#_source: array:18 [
"id" => "16002"
"slug" => "16002-luxury-fatigue-why-firms-need-a-fresh-marketing-perspective"
"yearMonth" => "2025-09"
"year" => "2025"
"title" => "Luxury Fatigue: Why Firms Need a Fresh Marketing Perspective"
"description" => "SAND, O. (2025). Luxury Fatigue: Why Firms Need a Fresh Marketing Perspective. ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "SAND Oscar"
"bid" => "B00825151"
"slug" => "sand-oscar"
]
]
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"keywords" => array:10 [
0 => "Luxury fatigue"
1 => "Luxury market"
2 => "Price increases"
3 => "Innovation"
4 => "Celebrities"
5 => "Generation Z"
6 => "China"
7 => "Marketing strategies"
8 => "Lasting value"
9 => "Consumer behavior"
]
"updatedAt" => "2025-09-19 01:01:26"
"publicationUrl" => "https://www.thecasecentre.org/products/view?id=208590"
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"abstract" => array:2 [
"fr" => "This technical note addresses the phenomenon of 'luxury fatigue,' a significant challenge for the luxury industry. Luxury fatigue is recognized as a key factor in the market's slowdown, potentially outweighing the impact of both the 'trivialisation of luxury goods' and the decrease in Chinese consumer demand. This note identifies the overexposure of the marketing 5Ps that contribute to this phenomenon and proposes measures focused on innovation and brand refocusing."
"en" => "This technical note addresses the phenomenon of 'luxury fatigue,' a significant challenge for the luxury industry. Luxury fatigue is recognized as a key factor in the market's slowdown, potentially outweighing the impact of both the 'trivialisation of luxury goods' and the decrease in Chinese consumer demand. This note identifies the overexposure of the marketing 5Ps that contribute to this phenomenon and proposes measures focused on innovation and brand refocusing."
]
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}
]
"avatar" => "https://faculty.essec.edu/wp-content/uploads/avatars/B00825151.jpg"
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"personalLinks" => array:1 [
0 => "<a href="https://orcid.org/" target="_blank">ORCID</a>"
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"docTitle" => "Oscar SAND"
"docSubtitle" => "Professor of Management Practice"
"docDescription" => "Department: Marketing<br>Campus de Cergy"
"docType" => "cv"
"docPreview" => "<img src="https://faculty.essec.edu/wp-content/uploads/avatars/B00825151.jpg"><span><span>Oscar SAND</span><span>B00825151</span></span>"
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]
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