HEC Paris in China recently hosted a Masterclass in the Beijing LKK Art Center – the topic under discussion was Brand extensions for growth in luxury: opportunities and challenges. As the luxury sector has seen rapid growth in mainland China in recent years, the class attracted a very large audience, a significant part of which was made up of young managers working in luxury.
The class was run by HEC Paris Professor Anne Michaut-Denizeau, who is internationally renowned for her expertise in the marketing of luxury brands. In the course of her work, she has collaborated closely with the Luxury Division of Kering, LVMH, Hermès and L’Oréal.
Her presentation was made up of a number of practical cases, which served to analyze the different types of luxury management – among these are Armani’s "pyramid" system of brand extension, LVMH’s "Galaxy", and Hermès’ "Dreaming". The audience had ample opportunity to interact and ask questions at the end of the lecture.
HEC Paris in China has become renowned for its expertise in luxury, one of the most challenging fields in management. The Advanced Program in Fashion & Luxury helps managers and executives rise to these challenges, and find innovative and effective ways to master them.
