Schedule and details
The growth of the Luxury sector is one of the striking economic facts of the last thirty years. Despite a crisis context, luxury sales are booming, pushed by the emergence of new consumers groups in regions with high economic growth.
Luxury has been gaining increasing attention from senior executives as “premiumization” has come to permeate business practices. Yet, luxury mostly comes through brands and luxury brands are special. It requires specific competencies as luxury brand management is not at all the same as usual brand management. In fact, it even requires an unlearning of classic management and marketing rules.
This 21st Nov, the renowned marketing professor Anne Michaut-Denizeau from HEC Paris is going to talk about popular topics such as the challenge of product lines growth, brand expansion vs brand stretching principles according to the specificities in luxury.
About Anne Michaut-Denizeau
Anne Michaut-Denizeau is an Affiliate Professor of Marketing at HEC Paris, expert in luxury teaching field.
Her research expertise is in new product management and focuses on new product adoption processes, barriers to adoption and adoption facilitators. More recently she developed expertise in the field of luxury, focusing on sustainable development and entrepreneurship in luxury.
Executive director of the Luxury Certificate at HEC and Academic Director of the Advanced Management Program in Fashion and Luxury, jointly developed with IFM (Institut Français de la Mode) and Tsinghua University, she works on developing HEC’s excellence in teaching in the field of Luxury worldwide. She is closely collaborating with Kering luxury division (HEC chair), LVMH, Hermès and L’Oreal.
