Internship Spotlight: Lorraine Zhu ’26, LVMH
Lorraine Zhu ’26 returned to her hometown of Shanghai for an internship with the multinational luxury goods conglomerate.
Internship: LVMH, Shanghai
Hometown: Shanghai, China
Pronouns: she/her/hers
The SOM classes you’re using on the job: Consumer, Innovation
Go-to work lunch: A sushi place downstairs from my office
After-work routine: Biking in the city with best friends
Favorite thing about internship city: Can never finish exploring the great food scene!
During my internship at LVMH—the world’s leading luxury goods group, with a portfolio of over 75 brands, or “maisons,” in fashion, jewelry, cosmetics, and wines and spirits—I worked on the group digital team with a focus on both marketing intelligence and digital innovation.
On the marketing intelligence side, my work closely resembled my pre-SOM work as a management consultant at McKinsey: analyzing the sales and marketing performance of LVMH’s maisons and their competitors across leading e-commerce platforms and digital channels. On the digital innovation side, the work was more forward-looking and innovative. Acting as the company’s digital innovation interface, we collaborated with a wide range of AI and technology startups to empower luxury marketing, sales, and in-store experiences. I worked with several maisons to co-develop practical use cases that leveraged cutting-edge technologies, helping brands better harness AI to create value and enhance customer engagement.
This experience brought together two dimensions that I deeply care about—rigorous business analysis and innovation in consumer industries. I especially drew on the SOM core course Innovation, where I studied governance, operating models, and business models of AI-driven companies. The class enabled me to quickly grasp the dynamics of these startups and contribute effectively in my summer role.
During the summer, I had the opportunity to attend several engaging pop-up events hosted by LVMH maisons, and I thoroughly enjoyed exploring Shanghai’s galleries and museums. One of my favorite ways to unwind after work was grabbing a drink at a cozy bistro pub with some friends and enjoying the street views.
This internship not only enriched my understanding of the luxury sector’s digital transformation, but also strengthened my conviction in bridging consumer behavior insights with technological innovation. I believe the future of consumer industries will be shaped by those who can integrate creativity, data, and emerging technologies to redefine how brands and people connect.
