Luxury Reloaded: Master Class by Prof. Gachoucha Kretz in NYC

As part of the 3rd HEC Paris Alumni American (East Coast) Gathering, HEC Professor Gachoucha Kretz will deliver a masterclass on luxury.

Luxury Reloaded: Why Artisans are not enough to preserve luxury luster anymore

The luxury industry is facing unseen challenges: digital disruption (new forms of intelligence, big data, innovation, digital vertical brands), sustainability concerns, drive by fashion (accessories, sportswear, conceptual fashion, ugly designs), exponential technological growth, changing consumer trends (younger generations, Chinese wealth, influencers).

Together, let us review how those challenges are shaping the luxury of tomorrow and explain why craftsmanship and artisans by themselves cannot save luxury anymore.

Gachoucha Kretz is a marketing strategist with a strong expertise in brand management. She holds a PhD in Marketing (HEC Paris), a Master's degree in Finance (EDHEC), a Master's degree in Corporate Communication and Change Management (CELSA) and a Master's degree in Marketing and Strategy (Paris IX Dauphine). Before taking her PhD, she worked as a consultant at Arthur Andersen and as a marketing associate at TNS Kantar and L'Oréal Paris.

Gachoucha's research and case study interests revolve around offline and online strategic brand management applied to fashion, luxury and beauty and online influence management.
Gachoucha received the Vernimmen Best Teacher Award in 2018.

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