Learn luxury strategy from the authority the maisons hire. Earn a credential that shows luxury hiring managers you speak their language.
Watch Dr. Daniel Langer explain what the Luxury Program teaches, who it is for, and what luxury hiring managers look for that general business training does not cover.
Start module one in the next five minutes.
$1,450, or monthly installments with Klarna. A 6-week program.
Enroll in the Luxury Programor monthly installments with Klarna · students save 10% with code ACADEMIA10
A 6-week luxury strategy program, taught by Dr. Daniel Langer
13 video modules, roughly two a week, on your own schedule. The frameworks Dr. Langer brings into the boardrooms of the maisons, taught in the order he teaches them to executives, with a quiz in every module and the Équité Intelligence credential when you finish. Six things you will be able to do:
Define luxury the way its leaders do
The definition that changes every decision after it, and the seven dimensions that make something luxury.
Tell a story that carries the value
A rational outline and an emotional core, told through the eyes of the client, in under five seconds.
Design experiences clients fall in love with
Choreograph every touchpoint, keep it consistent worldwide, and align teams to the promise.
Sell with desire, never with discounting
Emotional triggers, personalization, and the arrogance trap that quietly loses self-made clients.
Price with confidence
Price as a value signal, the luxury index, and how the best brands raise prices without promotions.
Lead into the future of luxury
Gen Z expectations, digital-physical ecosystems, structured creativity, and AI-driven brand insight.
The authority the industry itself learns from
Dr. Daniel Langer is the founder and CEO of Équité, the luxury strategy firm behind proprietary frameworks that strengthen desirability, pricing power, and long-term brand equity for some of the most admired brands in the world. He leads luxury master's programs at Pepperdine University and New York University. "Daniel Langer is the authority in luxury," writes The Economist.
- Global top five luxury key opinion leader (NetBase Quid)
- Creator of the 4E of Luxury framework
- Author of luxury management books in English and Chinese
- Columnist for Jing Daily, Forbes, Robb Report, The Economist
Bloomberg Markets Asia, live from the CITIC CLSA Japan Forum.
Business Today: analyzing LVMH's fourth-quarter results.
The strategy work behind the program has been brought to
“Équité advises luxury brands to build the strongest brand equity, create the strongest value for customers and connect as much as possible with them.”
Forbes
“Having worked with Daniel for many years and knowing his expertise in luxury and brand equity, every brand will be in good hands with Équité.”
Pietro Beccari, CEO Louis Vuitton
“Équité has the ability to fuse research into actionable business insights. Expert delivery was also standout. Incredibly genuine.”
Ferrari
What people say after taking the program
Before taking this course, I assumed luxury was defined mostly by price. I have learned it is about so much more, especially the power of storytelling and creating a meaningful connection with customers that inspires loyalty.
It is important to always look for ways to improve and be inspired by other peoples knowledge and experience. Today I finished the course, which was insightful and very applicable!
I have been glued to my computer since signing up! Excited to learn from you.
You did everything right. Now send the signals luxury hiring managers look for.
Top grades and an MBA get you the interview. What luxury hiring managers listen for next is something general business training does not cover: how desire is created, why a $15 glass bottle becomes a $300 object the moment it carries a story, and how the maisons raise prices year after year without losing a client. That knowledge is learnable, and it changes how you come across in every conversation. Three signals hiring managers notice within minutes:
- How you define luxury. Say "quality and craftsmanship" and you sound like every other candidate. In luxury those are expected, priced in. Candidates who talk about emotion, story, and extreme value creation stand apart within minutes.
- How you talk about clients. Ninety percent of ultra-high-net-worth clients today are self-made. They notice effort and respect, and they leave when they feel neither. Hiring managers want people who already understand this.
- How you think about price. The strongest brands raise prices without promotions and keep their clients. Being able to explain why is a signal of strategic fluency very few applicants send.
13 modules across 6 weeks, taught by Dr. Langer himself
Module 01Luxury in the Evolving Market
Examines the challenges of differentiation, third-party platforms, and hyper-acceleration in luxury. Highlights changing client expectations, the importance of net positivity, and the need to adapt to Gen Z through cultural value and digital engagement.
Module 02Evolving Luxury: Experience & Storytelling
Luxury now prioritizes experiences, storytelling, and extreme value creation. With Gen Z shaping personal brands, authentic, concise narratives are essential. Clear brand identity, emotional impact, and value-added storytelling define the future of luxury.
Module 03Creating a Luxury Brand Experience
Highlights the power of brand story and experience in luxury. Learn to design memorable touchpoints, ensure global consistency, and align staff training to create exceptional value.
Module 04Ability to Influence
Luxury brands rely on innovation and influence to drive extreme value, inspiring new experiences and category transformation. This module discusses the importance of these factors and provides examples of their impact.
Module 05Romancing the Brand
Customers fall in love with luxury brands, but negative experiences can break that bond. This module explores emotional connections, brand loyalty, and the impact of every touchpoint on customer relationships.
Module 06Navigating Modern Luxury
Presents a framework for the evolution of luxury, highlighting seven key dimensions and the shift to the digital-physical expectations of Gen Z. Learn to balance creation, consumption, and social positioning while driving authentic engagement and extreme value.
Module 07Luxury Sales: Creating Desire & Connection
Luxury sales shape perception and influence behavior. Prioritizing emotional triggers, personalized experiences, and engagement fosters brand loyalty and desirability, making emotion, not price, the key driver.
Module 08Luxury Pricing & Brand Equity
Successful luxury brands raise prices strategically without promotions, focusing on storytelling, experience, and desirability. This module explores differentiation, Gen Z expectations, digital engagement, and cultural value in a fast-evolving market.
Module 09Luxury Pricing & Perceived Value
Explores pricing as a value signal, the luxury index, and the link between price, perception, and willingness to pay. Learn how consistent pricing and brand storytelling drive equity, profit, and competitive advantage.
Module 10Future of Luxury
Luxury is evolving with technology, shifting consumer expectations, and the demand from Gen Z for authenticity and experience. Brands must blend digital and physical worlds, create personalized ecosystems, and execute with unprecedented precision to stay ahead.
Module 11AI & Real-Time Insights in Luxury Branding
Luxury brands face challenges in understanding customer needs and measuring brand success. Traditional methods fall short, leading to the adoption of AI-driven insights for real-time, unbiased brand performance analysis, improving crisis management and reputation.
Module 12Beyond Repetition: Creativity for Luxury Success
Creativity in luxury is a structured discipline, not a flash of inspiration. This module shows how innovation has to run through every part of an organization to escape the trap of repetition, and how a clear creative framework lets brands reinvent themselves and build the bespoke experiences that hold client loyalty.
Module 13Luxury Without Arrogance
Empathy, not ego, decides who wins in luxury. With most ultra-high-net-worth clients self-made and acutely aware of effort and respect, this module examines the arrogance trap, why arrogance is defined by how the client feels rather than what the brand intends, and how to deliver real value after a period of steep price increases.
Everything you get when you enroll today
One enrollment. 6 weeks. Nothing to upgrade to.
- 01
The complete Luxury Program: 13 video modules, 16+ hours
Strategy, storytelling, experience design, sales, pricing, the future of luxury, AI, creativity, and empathy, taught by Dr. Langer.
- 02
A quiz in every module
So the frameworks stick and you can put them to work the next day.
- 03
Live quarterly webinars with Dr. Langer
Ask your questions directly and hear how the industry's newest moves fit the frameworks.
- 04
Membership in the Équité Intelligence community
A global circle of luxury professionals, strategists, and future leaders.
- 05
Continuously updated content
New snackable insights added weekly, so what you learn matches what is happening now.
- 06
The Équité Intelligence credential
Personalized, signed by Dr. Langer, with a unique ID that anyone, from a hiring manager to a client, can verify.
For comparison: a single online course from HBS Online is $1,949. The Luxury Program is $1,450 for 13 modules and a credential built for luxury.
Enroll nowSecure checkout on the Équité Intelligence learning platform
- Start the first module within minutes of enrolling
- Finish in 6 weeks at a few hours a week
- Study on any device, in any order, and return to any module later
- Students and recent graduates: 10% off with code ACADEMIA10
A wonderful subscription to learn new sales techniques. Very valuable content and absolutely worth it. Highly recommend Équité Intelligence.
Who the Luxury Program is for, and who it is not for
Enroll if you are
- A recent graduate who wants luxury recruiters to see intent, not just grades
- A professional in corporate, consulting, finance, law, or healthcare repositioning into luxury
- Already in luxury sales, brand, or hospitality and want the strategy behind what works
- Building or advising a premium brand that needs pricing power, not promotions
Look elsewhere if you
- Want a general MBA or a broad marketing course. This is luxury only, by design.
- Expect live classes at fixed times. The program follows a 6-week plan, but you study on your own schedule.
- Are looking for scripts to memorize. The program teaches how to think, then how to act.
The questions people ask before enrolling
How long does The Luxury Program take?
It is a 6-week program: 13 modules, more than 16 hours of video, and a quiz in every module, at roughly two modules a week. It is self-paced, so you can move faster if you have the time.
Will this get me a job in luxury?
No course can promise that, and we do not. What the program gives you is the vocabulary, the frameworks, and a verifiable credential, so that when you speak with luxury hiring managers you send the signals they look for: a precise definition of luxury, fluency in pricing and desirability, and a clear view of the client of the next decade.
Is the credential recognized by the industry?
You receive the Équité Intelligence credential, signed by Dr. Daniel Langer and carrying a unique ID that anyone can verify. It is built on the frameworks he teaches at Pepperdine University and NYU and uses with the world's leading luxury brands.
Do I need prior experience in luxury?
No. The program is built for recent graduates, professionals moving into luxury from other industries, and people already in luxury who want the strategy behind the brands they serve.
Why not just read Dr. Langer's books and columns?
Books explain what happened. The program trains the decisions, module by module, with quizzes that make the knowledge stick, and it ends in a credential anyone can verify. A column cannot go on your résumé.
What happens after I enroll?
Checkout happens on the Équité Intelligence learning platform. You create your account as you pay and can start the first module immediately. Return any time by logging in at account.equiteintelligence.com.
Luxury is evolving. Lead the change, or watch it happen.
Enroll now and start module one in the next five minutes. $1,450, or monthly installments with Klarna.