I. The Luxury Strategies " Track has the following objectives"
- Understand the strategy and marketing of the luxury sector - Learn to adapt luxury strategie to other sectors
II. Structure of the " Luxury Strategies " Track
- A program of 100 contact hours, taught by professors from HEC - Conferences, accounts of real-life experience given by business professinals (Hermès, LVHM,...)
In the context of modern conceptual and managerial onfusion regarding the luxury market, participants will revisit the essence of luxury, and through rigorous analysis, will assess its managerial challenges. The luxury Strategy track will challenge the participants' marketing knowlege by setting out the often paradixical rules for success, such as "break the rules of maketeting to build luxury brans" (Kapferer and Bastien) 2009).
- HEC's Luxury Strategy track is a business oriented track, seeking to provide future managers with in depth understanding of the unique rules for the effective management of luxury brands and companies.
- HEC's Luxury Strategy track mostly features experts in the maketing area (both academic and pratitioners). Yet, the track will maintain an interfuntional perspective as Luxury can not be restricted to marketing alone.
- HEC's Luxury Strategy track, developed to be a luxury product in its own right (!), is open to a maximun of 40 participants.
HEC Luxury Expertise
Vincent Bastien and Jean-Noël Kapferer are the co-authers of "Luxe Oblige" (Eyrolles 2008) and of its English alnguage version "The Luxury Strategy" (Kogan Page 2009).
HEC Paris, in partnership with Yves Saint Lautent and 4th Avenue presented 'The Luxury Strategy' (Ed : Kogan Page) by Jean-Noël Kapferer and Vincent Bastien on 5 February 2009.
In order to celebrate the US publication of this new reference work, Bernard Ramanantsoa, Dean of HEC, Laura Lendrum, Cairman of Yves Saint Laurent USA and Laurent Guerrier, Founder of 4th Avenue invited more than 70 guests to attend a conference given by Kapferer and Bastien.
The conference was held at the Yves Saint Laurent Flagship store on Madison Avenue in the presence of Daniel Bernard, President of the HEC Foundation.
Numerous leaders of French, Italian and American luxury houses, journalists, as well as marketing professors at NYU Sterm and Whareton also participated in this event.
Luxury Strategy Track Topics
- Luxury Strategy and Learning from Luxury - Prof. Vincent Bastien, HEC - 30 hours (10 * 3).
- Luxury : a situational approach - Prof. Jean-Noël Kaperrer, HEC - 18 hours (6 * 3).
- Sense & Sensibility : Creating & Communicating Luxury - Prof. Corinne Dauger, HEC - 16 hours.
- Managing a global luxury brand - Alain Lorenzo, CEO Parfums Givenchy - 20 hours.
A certificate is delivered at the end of the track (3 ECTS credit).
Luxury Strategy Track Projet
Luxury Strategy Track participants are required to work on a group project in order to gain real life, " hand-on" experience.
Participants will receive a project brief during the track introduction and present their work in front of a jury of experts (both academics and practitioners) on june 10th.
Luxury Strategy Track Special Event - Sustainable Luxury
" Sustainable" and " Luxury" are no longer as mutually exclusive. In essence, in fact, they have numerous common issues whith are brought back to the fore by the current crisis. Consumers no longer seek only enduring value ; they increasingly look for blands that embrace both environmantal and social issues. This reality sets a new challenge for luxury brand.
- HEC's Luxury Strategy track proposes a roundtable with guest speakers on this issue.
- At this occasion, HEC creates an "HEC Sustainable Luxury" prize for the most promising Luxury initiative.
Luxury Strategy Track Game.
During the seventh week of the track (May 24th, 25th and 27th), Luxury Starategy track participants will acquire more hands-on experience through a three-day business game.
- This game reauires participant to addresses the problems of growth and profitability in the luxury market. In adition it focus on the specificity of luxury service - an often overlloked area.
- This game, exclusive to HEC, was created in 2009.
Faculty Experts
Jean-Noël Kapferer
Professor, Marketing Department, HEC Paris. Jean-Noël Kapferer is the European
authority on branding. He is internationally recognized as one of the most influential
leading brand experts. He has written 15 books and his research is regularly published in
the best academic and managerial reviews, in Europe and the USA.
He is a highly reputed professor on brand management issues, leading spcialized seminars
for companies and their excutives at the business school. Jean-Noël Kapferer has an MBA
from HEC (Paris) and a PhD from Northwestern University (Chicago), where he began
teaching. He is currently a Professor of Marketing at HEC.
He holds the Pernod Ricard Chair on the management of prestige brands and teaches luxury
strategy in Beijing, Hong Kong, Seoul, and Tokyo.
Luxury Strategy Track Coordinator
Anne Michaut-Denizeau
Assistant Professor, Marketing Department, HEC Paris. Anne Michaut-Denizeau is
an Assistant Professor in Marketing at HEC School of Management, Paris, where she teaches
Marketing, International Marketing and New Product Development, both at the MBA and at the
Grande Ecole.
Her research focuses on innovation and consumer bevavior issues associated to it and
recently developed in the field of new product development i Luxury as well as luxury and
sustainable development. She hold an engineering degree in aronomics from ENSAT, a M.Sc.
in Marketing and a PhD in Marketing from Wageningen University (the Netherland).
