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 sessions: Paris, France and Milan, Italy (to be confimed)
Academic partner: SDA Bocconi, Milan (to be confirmed)
Context
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 that in that it is truly unique of its kind.
Objectives
The aime 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.
Content
This demanding two-week program is run in Paris and Milan.
Module 1: "The Luxury Strategy" - HEC Paris
Module 2: "The Luxury Strategy" - SDA Bocconi, Milan (to be confirmed)
Research 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.
Academic Director
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, as well as a Professor of Marketing. He is 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.
Bocconi University
Academic partner
I HAD THE CHANCE TO MEET PROFESSIONALS FROM THE WORLD OF LUXURY, SHARE EXPERIENCES, WORK INDIVIDUALLY AND IN A TEAM ON CONCRETE CASES, VISIT COMPANIES AND IMMERSE MYSELF IN THE WORLD OF THESE BRANDS.
European and African Export Director, GUERLAIN
Claude Neves
Perfumes and cosmetics are relatively atypical in the luxury sector as, apart from Guerlain which has its own stores in Paris, few brands possess their own distribution network.
The major allowed me to extend my knowledge of all the fundamentals of luxury management. Above all it broadened my understanding of the international dimension of luxury and the other sectors of activity within the industry - wines and spirits, hotels and yachts, watches and jewelry, haute couture and leather goods. I also had the chance to meet professionals from the world of luxury, share experiences, work individually and in a team on concrete cases, visit companies and immerse myself in the world of these brands. I have excellent memories of Milan and Bocconi. The quality of the teachers and speakers was outstanding. The atmosphere was great - a small team of 16, friendly and highly motivated participants who shared rich exchanges and moments of real fun. During the Major you both give and receive.
THE PROGRAM WAS A PERFECT MIX OF THEORETICAL CONCEPTS AND REAL-LIFE BUSINESS CASES. IT PROVIDES YOU WITH AN EXCELLENT COMBINATION OF FRENCH AND ITALIAN BUSINESS MODELS THAT REALLY ENABLE YOU TO UNDERSTAND THE ENTIRE LUXURY INDUSTRY IN TERMS OF REGULATIONS, BRAND EXTENSION, PRODUCT DIFFERENTIATION, VECTORS OF GROWTH AND ORIGINS.
Former Head of Credit Management at Lanvin,
Tanja Valcic
As I was working in the fashion industry, it was important for me to acquire a better understanding the value chain in the luxury sector, as a whole. The Academic Coordinator of the program, Jean-Noel Kapferer is a true thought leader in the luxury industry - particularly in branding. This motivated my application for the Major in Luxury.
Overall, the program was a perfect mix of theoretical concepts and real-life business cases. It provides you with an excellent combination of French and Italian business models that really enable you to understand the entire luxury industry in terms of regulations, brand extension, product differentiation, vectors of growth and origins. The program allows you to leverage your existing skills and is a great opportunity for anyone wishing to accelerate a career change. The guest speakers were well-known CEOs and Heads of Marketing & Sales who shared their experience, insights and the key success factors of their respective companies. It was an exceptional personal experience.
The luxury major brought a greater sense of perspective to my job and helped me build a more strategic and structured approach. It has opened up new horizons - Luxury as a concept, a sector and a business model with an international perspective.
International Development Director, EMBA HEC Paris Modular 2014,
Chrystel Decre Depaty
Even though I have been working in Luxury companies for 20 years, I decided to take the Major in Luxury in order to meet CEOs from successful companies and be able to compare strategies and key drivers in the luxury sector. Thanks to the program, I now have a better understanding of what retail and wholesale really mean in terms of distribution and business models. It has also enabled me to make a much clearer distinction between the luxury industries in Italy and in France.
I now understand the importance of governance, organization and management as well as the financial environment. Studying at the Bocconi Institute and exchanging with alumni who share the same focus was a truly unique experience. The luxury major brought a greater sense of perspective to my job and helped me build a more strategic and structured approach. The program has enabled me to develop a deeper and better understanding of key drivers in the world of luxury. It has opened up new horizons - luxury as a concept, a sector and a business model with an international perspective - and made me reconsider how to achieve my goals.
