Executive Education


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 either already manage a luxury brand, or have business responsibilities within a luxury company or will do so in the near future

Locations and academic partner

2 one-week modules

Session 1: Paris, France

Session 2: Shanghai, China


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


The aim of the program is to endow participants/managers with all the concepts, skills, know-how and benchmarks they need to develop and manage luxury brands and companies today and in the future. It is an ambitious program that will enable participants to delve deeply into the culture of luxury in order to grasp the essence of its so specific management. The goal of this business-oriented program is to enable participants to make the right and relevant strategic decisions concerning the marketing of luxury brands worldwide.


This demanding two-week program is run in Paris, France and Shanghai, China.

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. 

Session 1: “The Luxury Strategy” – HEC Paris

Themes explored in the first session will include:

  • Delineating luxury: a multicultural approach;
  • What is a luxury strategy? How is it different from a premium strategy? Or fashion strategy?
  • Luxury marketing is specific: the major anti-laws of marketing;
  • Segmenting the luxury market and positioning brands;
  • The heart of luxury: creation. How does it differ from classical communication?
  • Retail management and performance: location, merchandising, human resources, equity building ;
  • New frontiers of luxury: sustainable development, social media and internet; omni-channel vision
  • Company visits to illustrate how the main challenges of tomorrow are met: Internet, sustainable development, building synergies between brands within groups, profitable growth etc.

Session 2: “The Luxury Strategy” – Shanghai

This session is a learning expedition: it aims at exposing managers to the most challenging culture of luxury today.

The following themes will be covered:

  • Understanding the Chinese culture and doing business with the Chinese partners
  • Understanding the culture gap that impacts how luxury brands need to communicate
  • Measuring the challenges of retail performance in China
  • How to enter markets in China and develop regionally, and by type of cities
  • Understanding Chinese luxury consumers: what is the relevant segmentation?
  • Facing the most digital market in the world and technology challenges: How to leverage social networks, e commerce in order to develop omni-channel strategies
  • The importance of  travel retail

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 in 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.


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. Emeritus Professor of Marketing at HEC Paris, he is actively pursuing his researches on luxury challenges. He is the author of fifteen books on communication and brands and over one hundred articles published in leading academic journals. His work has been translated into several languages and disseminated worldwide. Professor Kapferer is often quoted in the press and regularly appears on radio and television.He works actively as a consultant to many European, American, and Asian corporations.


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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