Luxury: Trends and Troubles of Today | INHORGENTA 2026

Speaker: Prof. Felicitas Morhart, Professor, Universität Lausanne Felicitas Morhart is Professor of Marketing at HEC Lausanne, University of Lausanne, where she teaches Luxury Marketing in the Master in Management program.Prof. Morhart’s research focuses on personal meaning, identity, and symbolism in consumer behavior and branding, with publications in leading international journals including the Journal of Marketing, Journal of Consumer Psychology, Psychology & Marketing, and Harvard Business Manager. She is also the editor of the Research Handbook of Luxury Branding. Alongside her academic work, Prof. Morhart founded the Swiss Center for Luxury Research in 2020, bringing together experts from top Swiss institutions to advance thought leadership in luxury management. In 2021, she co-founded the initiative Originalluxury which promotes technology solutions for traceability and transparency in the luxury sector.