Executive Education

Luxury

Develop and manage luxury brands and companies

 

Professor Jean-Noël Kapferer is internationally recognized as one of the leading and most influential authorities on brand management and a specialist of the luxury sector.

 
 
 

Target audience

This program is aimed at participants who are involved in the high value consumer goods and services sector, in particular executives and senior managers who already manage luxury brands and companies or who plan to actively do so in the future. 

Locations and academic partner

2 one-week modules

Session 1: Paris, France

Session 2: Milan and Florence, Italy

Context

The combination of world-class faculty, cutting-edge research, publications in the field of luxury management and the significant number of CEOs and executives from luxury organizations among its alumni enables HEC Paris to offer an exclusive program, truly unique of its kind.  

Objectives

The aim of the program is to endow executives with the necessary mindset, skills and understanding to develop and manage luxury brands and companies in our rapidly changing global economy. It also aims at providing hands-on experience of the specific nature of luxury brand management. Finally it explores the new frontiers and challenges of luxury, digital luxury, sustainable luxury and the competition coming from look alike brands of the masstige (prestige for the masses) sector. 

Content

This demanding two-week program is run in Paris, Milan and Florence. 

It combines a rare blend of cutting edge theory, high level interaction with top executives from luxury brands, practice oriented sessions and self-immersion in retail. This major also focuses on a 360° vision of luxury, that encompasses its many facets and sectors. Participants meet experts in the luxury sector from both institutions and recent brands or start ups. We emphasize the move from factory to retail, from products to experiences, from objects to cult, inspired by art. We also explore the impact of technology, big data, social networks, etc. on the future of the luxury industry.

Session 1: “The Luxury Strategy” – HEC Paris

Session 1 in Paris will feature top tier HEC Paris professors: Jean-Noël Kapferer, Corinne Dauger, Patrick Albaladejo former Deputy General Director at Hermès and also premium level business speakers such as  Carlos Rosillo CEO Bell & Ross, Alain Lorenzo President and CEO LVMH Fragrance Brands, Quentin Desurmont, President  of Traveller Made  (network community of luxury travel designers), Tareef Shawa Luxury and CRM Director Pernod Ricard, the management from Porsche, etc.

Session 2: “The Luxury Strategy” – SDA Bocconi

Session 2 in Italy will include academic presentations from the SDA Bocconi faculty: Stefania Saviolo, Erica Corbelini, Carlo Alberto Carnevale, a case on the marketing of fine food, sessions on big data and CRM, the challenges of omnichanel and the millennials, a presentation with Bain & Co. There will be numerous company visits with C-level testimonies: Corneliani, Poltrona Frau Group, Gucci and Salvatore Ferragamo.

Business Project 

All participants choose a strategic issue to address throughout the program. This enables them to build on their own experience and draw on the expertise of their professional networks. They work closely with HEC Paris faculty for academic input and capitalize on the know-how of the many industry experts present in the program. 

Faculty

Jean-Noël Kapferer is the Academic Director of the Major in Luxury and is recognized internationally as one of the leading and most influential authorities on branding. He is an Emeritus Professor at HEC Paris, renowned for his research into brand identity, strategic brand management, brand portfolios, brand architectures and most recently on prestige and luxury management. He is co-author of "The Luxury Strategy" and author of "How luxury brands can grow yet remain rare." He is also an honorary editor of the Luxury Research Journal. 

Your contact

For further information on this Major, please contact: Jean-Bernard TISON tisonj@hec.fr 01 39 67 75 44


 

I chose the Major in Luxury in particular because it offers a unique opportunity to develop a global vision of the sector and to develop a strategic understanding of the value chain and operational processes involved in luxury businesses.

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