Équité Intelligence · Foundations of Luxury · 6 weeks · online · a certificate anyone can check
Everyone in the room has the degree. Very few speak luxury.
Hiring managers and wealthy clients listen for the same thing. Do you understand what makes luxury worth more? You may seek a role in luxury or work in sales, marketing, or brand. Learn to build desire, tell a story, and earn a client's trust. In 6 weeks, Dr. Daniel Langer teaches you. You finish with a certificate he signs.
Hiring managers and wealthy clients listen for the same thing. Learn to build desire, tell a story, and earn trust. In 6 weeks, Dr. Daniel Langer teaches you to speak luxury. You finish with a certificate he signs.
Start module one in the next five minutes.
$1,450, or pay monthly with Klarna. A 6-week program. It ends in a certificate signed by Dr. Langer.
Enroll in Foundations of Luxuryor monthly installments with Klarna
“Daniel Langer is the authority in luxury.” The Economist
13 video modules · study at your own pace · taught by Dr. Langer · a signed certificate in 6 weeks
What you learn in 6 weeks
13 video modules. About two a week. Dr. Langer teaches them in the order he teaches leaders. Each one has a quiz. At the end you get the Équité Intelligence certificate. By week six you can:
- Define luxury the way its leaders do. One clear meaning that shapes each choice you make. Plus the seven things that make it luxury.
- Tell a story that carries the value. A clear plan with heart. Told through the eyes of the client. In under five seconds.
- Design what clients fall in love with. Plan each moment with the brand. Keep it the same in each city. Get the team on board.
- Sell with desire, never with a discount. Learn what sparks desire. Make it personal. Skip the arrogance trap that loses self-made clients.
- Price without fear. Price shows value. Learn the luxury index. See how top brands raise prices with no sales.
- Lead where luxury goes next. What Gen Z wants. How phone and store mix. New ideas on demand. AI that reads a brand.
Luxury listens for one thing. Business school never taught it.
Picture a job interview at a maison. That is one of the great luxury houses. Or picture your first meeting with a self-made client. Your grades and your MBA got you in the room. Now the other person listens for one thing. No business school teaches it. How do brands make people want them? Why does a $15 glass bottle sell for $300 once it has a story? How do the maisons raise prices each year and keep each client? Dr. Langer has spent years in their boardrooms. He sees the gap show up in the same three places.
How you define luxury.
You say quality, craft, and history. So does each other person. So does each brand. In luxury, those come built in. Talk about feeling, story, and huge value. You stand out in minutes.
How you talk about clients.
Nine in ten of the richest clients made their own money. They see effort. They see respect. They leave when they feel none. Do not talk about what clients buy. Talk about how they want to feel.
How you think about price.
Strong brands raise prices. They run no sales. They keep their clients. Ask most people why. They shrug. If you can say why, you stand out.
The man the industry learns from
Dr. Daniel Langer is the founder and CEO of Équité. It is a luxury strategy firm. His tools help top brands in the world. They help them be more wanted. They help them charge more. They help them build value that lasts. He leads luxury master's programs at Pepperdine University and New York University. "Daniel Langer is the authority in luxury," writes The Economist.
- Ranked a top five luxury voice in the world (NetBase Quid)
- He made the 4E of Luxury framework
- He wrote luxury books in English and Chinese
- He writes 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.
I advise the maisons. Those are the great luxury houses. I also teach luxury strategy at Pepperdine and NYU. I see the same thing in each interview, pitch, and boardroom. A smart person says luxury is quality, craft, and history. Each brand in the world says that. It tells the other person nothing.
Luxury is made in a new way. A $15 glass bottle can sell for $300. It just needs a story the client wants to join. Strong brands raise prices each year. They keep their clients. They know the heart picks, not the price. Nine in ten of the richest clients made their own money. They see effort and respect. They leave when they feel none.
No business school class covers this. But you can learn it. So I built Foundations of Luxury. It has thirteen modules. They run in the order I teach leaders. Next time you talk about luxury, you will sound like the people who lead it.
Brands that have used the strategy work behind the program
“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.
What happens in the 6 weeks
13 modules. About two a week. Each has a quiz. Study on your own time. Go faster if you like.
Define luxury the way its leaders do
Module 01Luxury in the Evolving Market
It is hard for a brand to stand out now. Sites copy and resell. Trends move fast. Clients want more. Learn what Gen Z wants. Learn why a brand must give more than it takes.
Module 02Evolving Luxury: Experience & Storytelling
Luxury used to be about the thing. Now it is about the story. Learn to tell a short, true story. Make people feel it. Learn why a brand must know who it is.
Design what clients fall in love with
Module 03Creating a Luxury Brand Experience
Great brands plan each moment with a client. Learn to make moments people keep. Make them the same in each city. Train your team to do it.
Module 04Ability to Influence
Top brands do not follow taste. They shape it. See how new ideas build huge value. See real brands that changed the game.
Win the client. Keep the client.
Module 05Romancing the Brand
Clients fall in love with brands. One bad day can end it. Learn how that bond forms. Learn what keeps clients close. Each small touch counts.
Module 06Navigating Modern Luxury
A simple map of how luxury has changed. Learn the seven things that make it luxury. See how Gen Z moves from phone to store. Learn how brands stay wanted.
Sell with desire. Price without fear.
Module 07Luxury Sales: Creating Desire & Connection
People buy luxury with the heart. Learn what sparks desire. Learn to make each client feel known. A real bond sells more than a pitch.
Module 08Luxury Pricing & Brand Equity
Strong brands raise prices. They never run sales. Learn how they do it. Story and desire do the work. See what Gen Z will pay for, and why.
What price tells people, and what comes next
Module 09Luxury Pricing & Perceived Value
Price tells people what a brand is worth. Learn the luxury index. See how price shapes what people think. Learn why steady prices build profit.
Module 10Future of Luxury
Tech is changing luxury fast. Gen Z wants brands that feel real. Learn how brands mix the phone and the store. Make each client feel like the only one.
AI, new ideas, kindness, then your certificate
Module 11AI & Real-Time Insights in Luxury Branding
Most brands guess what clients think. Old research is slow. Learn how AI reads a brand in real time. Spot trouble early. Protect the name.
Module 12Beyond Repetition: Creativity for Luxury Success
Being creative is a skill, not luck. Learn a clear way to make new ideas. A whole team can use it. Brands stop repeating themselves. Clients stay loyal.
Module 13Luxury Without Arrogance
Kind wins. Ego loses. Most rich clients made their own money. They see effort. They see respect. Learn the arrogance trap. It is what the client feels, not what you meant. Learn to give real value after big price jumps.
Six weeks from now, this has your name on it.
Finish the 13 modules and quizzes. Then you get the Équité Intelligence certificate. It has your name on it. Dr. Daniel Langer signs it. It has an ID anyone can check, from a hiring manager to a client.
- Your name and the date you finished
- Signed by Dr. Daniel Langer, Professor of Luxury
- An ID that anyone can check
- Built on what he teaches at Pepperdine and NYU
Everything you get when you enroll today
One price. 6 weeks. No upsells.
- 01
The complete Foundations of Luxury course: 13 video modules
Strategy, story, sales, price, AI, and more. Dr. Langer teaches it all.
- 02
A quiz in every module
So it sticks. Use it at work the next day.
- 03
Live webinars with Dr. Langer, four times a year
Ask him your questions. Hear what is new in luxury.
- 04
A seat in the Équité Intelligence community
A group of luxury pros and future leaders from all over the world.
- 05
Content that stays fresh
New short lessons each week. What you learn fits what is going on now.
- 06
The Équité Intelligence certificate
It has your name on it. Dr. Langer signs it. It has an ID that anyone can check.
Enroll today. Do two modules a week. You finish by the end of week 6, certificate in hand.
Enroll nowCancellation and refunds are subject to the published terms (opens in a new tab).
“Daniel Langer is the authority in luxury.”
Secure checkout on the Équité Intelligence learning platform
Why $1,450
- Dr. Langer teaches each module. He uses the same tools he uses with the maisons.
- 13 video modules and a quiz in each one
- Live webinars and the community come with it. No upsells.
- A certificate with an ID anyone can check
One online course from HBS Online costs $1,949. New to Dr. Langer? Read one of his columns first. Or watch one of his talks. Did it change how you see luxury? The program will do far more.
- Start the first module in minutes
- Finish in 6 weeks, with a few hours a week. Then get your signed certificate.
- Study on any device, in any order. Come back to any module.
A wonderful subscription to learn new sales techniques. Very valuable content and absolutely worth it. Highly recommend Équité Intelligence.
People like you, with the same next step
Foundations of Luxury is built for four kinds of people. The tools are the same. How you use them is up to you.
New grads
who want luxury recruiters to see drive, not just grades.
Career switchers
from law, finance, health, or big firms, who want to move into luxury.
Luxury pros
in sales, brand, hotels, real estate, wealth management, or cars, and anyone who sells to wealthy clients.
Brand builders
who build or guide a brand that must charge more, not run sales.
Look elsewhere if you
- Want an MBA or a broad marketing class. This is luxury only.
- Want live classes at set times. This is a 6-week plan, but you study on your own time.
- Want scripts to learn by heart. We teach you how to think, then how to act.
What people ask before they enroll
How long does Foundations of Luxury take?
It is a 6-week program with 13 video modules. Each module has a quiz. The plan is about two modules a week. You set the pace. Go faster if you have time.
What happens in the six weeks?
You do about two modules a week. Weeks one to three: what luxury is, how to tell it, and how it feels. Weeks four and five: how to sell with desire and price without fear. Week six: AI, new ideas, and kindness. Then you get your certificate. Each module has a quiz.
Why $1,450?
Dr. Langer teaches each module. He uses the same tools he uses with the maisons. He teaches them at Pepperdine and NYU too. You get 13 video modules. Each module has a quiz. You get live webinars and the community. You get a certificate with an ID anyone can check. One online course from HBS Online costs $1,949. New to Dr. Langer? Read one of his columns first. Or watch one of his talks. Did it change how you see luxury? The program will do far more.
Will this get me a job in luxury?
No course can promise that. We do not. Here is what you get. You get the words. You get the tools. You get a certificate anyone can check. Then you talk with luxury hiring managers. You send the signals they look for. You can say what luxury is. You can explain price and desire. You know the client of the next ten years.
What does the certificate look like?
It has your name on it. It has the date you finished. Dr. Daniel Langer signs it. It has the Équité Intelligence seal. It has an ID anyone can check. You can see it on this page, just above the offer.
Does the industry know this certificate?
Dr. Daniel Langer signs it. It has an ID anyone can check. It is built on what he teaches at Pepperdine and NYU. He uses the same tools with the world's top luxury brands.
Do I need to have worked in luxury?
No. It is built for four groups: new grads, career switchers, luxury pros, and brand builders. You do not need to work for a luxury brand. If you sell to wealthy clients in real estate, wealth management, or cars, the tools apply to you too.
Why not just read Dr. Langer's books?
Books tell you what happened. The program trains how you choose, module by module. Quizzes make it stick. You end with a certificate anyone can check. A column cannot go on your résumé.
What happens after I enroll?
You pay on the Équité Intelligence learning site. You make your account as you pay. You can start the first module right away. Come back any time. Log in at account.equiteintelligence.com.
Luxury is changing. Lead the change, or watch it happen.
Enroll now. Start module one in five minutes. Six weeks from now, hold a certificate signed by Dr. Langer. $1,450, or pay monthly with Klarna.