From 25 to 26 February 2027
2027 Paris Luxury Forum: Technology-driven transformation in the luxury industry
Faculty and Research
How can luxury brands preserve their distinctiveness in an era of emerging technologies?
- Submission deadline: November 1, 2026 (extended abstracts or full papers accepted)
- Notification of acceptance: December 15, 2026
- Registration deadline: December 31, 2026 (€600)
- Optional full paper submission for accepted extended abstracts: January 31, 2027
- Conference: February 25–26, 2027
Luxury branding creates value by linking products to narratives of heritage, expertise, identity, and aspiration, shifting the focus from ownership and status toward experiences, self-expression, and personal transformation. At the same time, digital and emerging technologies are multiplying the spaces, actors, and mechanisms through which luxury meanings circulate, challenging brands to preserve distinction, authenticity, and trust as these meanings are continuously shared, interpreted, and reshaped across contexts.
Co-organized by EM Normandie Business School (France) and the HYU Institute for Luxury Brand Management at Hanyang University (Korea), this conference invites research on the changing meanings, experiences, and cultural circulation of luxury branding in an era of technology-driven transformation. We welcome conceptual and empirical work that explores how luxury brands create distinction, authenticity, aspiration, and consumer meaning across physical, digital, and hybrid environments.
Thursday 25th and Friday 26th February
EM Normandie Business School, Paris campus
Clichy, France
Conference chairs
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Prof. Elodie de Boissieu |
Prof. Eunsoo Baek |
Important dates
Programme (to be completed)
DAY 1 - 25th February, 2027 - EM Normandie, Clichy
Keynote Speech & Lecture Series in Luxury
Speakers
Sujin Gwon, Ga-Eun (Grace) Oh, and Eunsoo Baek
Hanyang University
Understanding Gen Z’s Disengagement from Luxury Consumption: An LLM-Informed Push–Pull–Mooring Perspective
Yuhsuan Chen, Jungkun Park, and Weon Sang Yoo
Hanyang University / Korea University
The Emotional Consequences of AI Service Failure: Customer Emotional Labor in Luxury Services
Boram Lim
Hanyang University
Digital Elites: Using LLM-Based Agents to Study Luxury Consumption Among Inaccessible Consumers
EM Normandie Speakers
Prof. Élodie de Boissieu
EM Normandie Business School
Topic to be confirmed
Professor(s) from EM Normandie
EM Normandie Business School
Topics to be confirmed
Invited Guest Speakers
Prof. HongGil Dong
EDC Paris Business School
Topic to be confirmed
Prof. Matthew Hawkins
Burgundy School of Business (BSB)
Topic to be confirmed
Meet the Editor Session – Journal of Retail Consumer Research
Prof Junkun Park
Hyangyan University and Editors in Chief
Articles presentations
In parallel Track sessions
Gala Dinner
February 25, 2027 · Paris — 110 Taillevent restaurant to be confirmed
DAY 2 - 26th February, 2027 - Paris
Industry visit
Venue to be confirmed
