ZIELINSKI Hiba

Professor

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Department: Marketing/Luxury Management
Qualifications and specialisation: PhD in Management Sciences (Marketing) from the University of Côte d'Azur
Research areas: Luxury marketing, sustainable fashion, luxury and Gen Z
Courses taught: Luxury Marketing, Sustainable Marketing, Sustainable Fashion, Luxury Entrepreneurship, Luxury Communication

Biography:

With a PhD in Management Sciences (IAE Nice/Université Côte d'Azur) and an MBA in International Fashion & Luxury Business (ESMOD Paris), Hiba Zielinski has developed dual academic and professional expertise in the world of luxury and fashion. She is a lecturer and researcher in Luxury Marketing and Responsible Fashion and teaches luxury marketing, responsible fashion and luxury entrepreneurship at prestigious institutions in France and abroad.

Passionate about fashion and luxury for their socio-cultural and psychological impact, and committed to a more sustainable future, she has dedicated her career to bringing together aesthetics, ethics and innovation.

Her academic and professional career is based on two major pillars: a detailed understanding of the dynamics of luxury and changing consumer behaviour, particularly among younger generations. In her research, Hiba Zielinski explores how fashion and luxury brands can rethink their strategies to meet the expectations of these committed, connected consumers who are searching for meaning. 

His teaching approach is based on experiential learning, design thinking and mentoring, with a view to training managers who are socially responsible and aware of the environmental, social and cultural issues facing the luxury sector.
His dual academic and professional background gives him a 360° view of the luxury sector, at the crossroads of scientific rigour, educational innovation and the operational demands of the market.

Articles académiques
Zielinski.H et Boustani.Gh (2023), « Comment l'expérience client d'une marque de mode se traduit-elle dans les formats de vente au détail haut de gamme et de luxe ? Perspectives du marché de détail parisien », Journal of Business and Retail Management Research, volume 17, numéro 2, avril 2023.

Communications en conférence
Zielinski.H « Consommation responsable et Génération Z : Comment rendre le durable désirable auprès de la GenZ ». Green Retail Days, Paris, octobre 2024.
Zielinski.H, Righi.L, « L'écart entre attitudes et comportements vis-à-vis de la mode éthique » ; Fair Trade & Sustainable Development Symposium 2023, Agadir, 18-19 octobre 2023.

Zielinski.H et Boustani.Gh (2023), « Comment l'expérience client d'une marque de mode se traduit-elle dans les formats de vente au détail haut de gamme et de luxe ? Perspectives du marché de détail parisien », Conférence sur les tendances du marketing international, ESCP, Paris, 19-21 janvier.

Zielinski.H et Boustani.Gh (2023), Du produit aux pratiques : comment la « durabilité » dans la mode trouve naturellement sa place dans les pratiques de gestion de marque. Retail Focus Magazine, Royaume-Uni, 4 novembre 2022.

 Zielinski.H et Boustani.Gh (2022), « Sustainable luxury pop-up store dimensions : A brand strategy approach », Sustainable Places Symposium, Nice, 6-9 septembre. 

Zielinski.H et Tournois.N (2022), « Understanding Consumers’ attitudes toward sustainable Fashion : Determination of Key factors of Purchase intentions : Application on Z Generation » ; International Marketing Trends conference, Rome, 20-22 janvier.

Zielinski.H (2021), « La mode à l’ère et post COVID 19 : vers une accélération d’une mode plus responsable et un changement de pratiques de consommation ». Un examen de toute la chaîne de valeur de la production à la consommation, Journées MSHS (Maison des Sciences de l’Homme et de la Société) Nice, 22-23 mars.