In this course, we explore how firms develop successful luxury strategies. Rather than starting from consumer needs, firms create luxury strategy starting with a vision or inspiration. Instead of responding to consumers, luxury strategies shape customer thinking. We will explore how firms craft strategies that yields rare, extraordinary and symbolic value for consumers. We will explore how luxury firms attract devoted customers while paradoxically rejecting consumer input, create symbolic value, and remain rare and extraordinary in the minds of consumers while achieving enduring global success.