Luxury consumer

Short program (FC)

The interest for luxury products and experiences is evolving; so does the target public. Each brand must be careful and define clearly the motivating factors for individuals to consume luxury and how to engage with them. How to take care of existing and also future new luxury consumers?

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Short program (FC)
3 days over 1 months
From 09h00 to 17h00
2 250 CHF
Before 03 March 2022
Luxury consumer
  • 7, 8 and 9 April 2022


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Who are the different types of luxury consumers? What are the drivers motivating individuals to consume luxury? How should organisations engage with luxury consumers? The purpose of this short program is to answer to those (and many more) questions!

In order to do that, we will define, identify and assess the characteristics of luxury consumers to understand their behavior. We will start by identifying the main characteristics that define the different segments of luxury consumers. Then, we will study the main drivers of consumer behavior and how these drivers can, or cannot be applied to consumers in the luxury sector. Thus, we will identify the differences and specificities of luxury consumers and luxury markets. Finally, we will assess the most effective strategies that companies must develop to target and interact with current and future luxury consumers in order to maximize the value of their different audiences.

Learning objectives

  1. Describe and assess the key characteristics and traits that define the different types of luxury consumers.
  2. Identify the main motives and incentives that motivate people to consume luxury goods and services.
  3. Evaluate how external factors impact luxury consumers' decisions process and how companies can effectively engage with luxury consumers.

Target audience

  1. Luxury industry managers and professionals who take on management, marketing, communication or branding responsibilities.
  2. Management, marketing, communication and brand professionnals moving into the luxury industry from non-luxury industry.
  3. Individuals who wish to develop their understanding of the luxury industry in order to start their own business or satisfy their curiosity.


à propos

This module is based on active learning. The participants will be asked to mobilize their knowledge and they will engage in various types of discussions and problem-solving activities. Participants will notably take part in "think-pair-share" (Lyman, 1981) discussions, they will be asked to solve case studies and work on a group project. The module will be based on the latest research on consumer behavior and the luxury industry. Finally, an external speaker will share his/her experience with the participants.

Main program
Luxury marketing
Luxury marketing
Cette formation courte est un module de notre Certificate of advanced studies (CAS) en Luxury marketing.
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Admission criteria


We offer quality programs accessible to all professionals who have decided to develop new skills.


This short program requires your presence and participation.

Payment terms

Price: 2 250 CHF

All expenses related to continuing education are, except in exceptional cases, tax deductible.

Discount (10%): -225 CHF

A discount is offered to contributing members of Alumni HEC.

Related programs

The Executive Education HEC Lausanne offers more than 56 open programs in various fields: luxury, marketing. As a result, and beyond this short program in Luxury consumer, we offer several other related programs that may be of interest to you.

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Edition 2022/2023
Luxury consumer
07 April 2022
09 April 2022
03 March 2022