Felicitas Morhart

Felicitas Morhart serves as Professor of Marketing at the Faculty of Business and Economics, University of Lausanne (HEC Lausanne), and founded the Swiss Center for Luxury Research to advance scholarly work in high-end markets.

Her research centers on luxury sector dynamics, with emphasis on brand strategy, consumer psychology in premium markets, and supply chain traceability. She examines how luxury brands balance exclusivity with growing demands for ethical transparency, particularly through digital innovation and sustainability frameworks.

Professor Morhart leads the Swiss Center for Luxury Research, which drives industry-academia collaboration on luxury market evolution. Her recent work includes the November 2023 launch of the Luxury Transparency and Traceability Index, a benchmarking tool designed to standardize ethical practices across luxury supply chains under broader industrial transformation initiatives.