In the context of modern conceptual and managerial confusion regarding the luxury market, participants will revisit the essence of luxury, and, through rigorous analysis, will assess its managerial challenges. The Luxury Strategy certificate will challenge the participants' marketing knowledge by setting out the often paradoxical rules for success, such as "break the rules of marketing to build luxury brands" (Kapferer and Bastien 2009).

- HEC's Luxury Strategy certificate is a business oriented certificate, 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 certificate mostly features experts in the marketing area (both academic and practitioners). Yet, the certificate will maintain an interfunctional perspective as luxury cannot be restricted to marketing alone.
- HEC's Luxury Strategy certificate, developed to be a luxury product in its own right (!), is open to a maximum of 40 participants.

HEC Luxury Expertise

Vincent Bastien and Jean-Noël Kapferer are the co-authors of "Luxe Oblige" (Eyrolles 2008) and of its English language version "The Luxury Strategy" (Kogan Page 2009)

HEC Paris, in partnership with Yves Saint Laurent and 4th Avenue presented 'The Luxury Strategy' (Ed: Kogan Page) by Jean-Noel 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, Chairman 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 Stern and Wharton also participated in this event.