We see ourselves as initiators

We strengthen truthful luxury for the future – its spirit, its culture and its philosophy.a


My name is Patricia Anna Hitzler. As the founder of the Luxury Heritage Institute, I am happy to welcome you to the world of truthful luxury.

Our concept “The Strategic Role of Authenticity in the Luxury Business“ was published worldwide by Springer publishers. Together with the well-known strategist Prof. Dr. Günter Müller-Stewens, former director of the Institute of Management at the prestigious University of St. Gallen (HSG), we developed the first business strategy based on authenticity.

In the course of our collaboration, the idea of founding the Luxury Heritage Institute arose: an institute that attends to the challenges of the 21st century for the truthful luxury segment. During the analysis of an expert interview, one comment of a study participant (a CEO of a well-known design furniture manufacturer) entrenched itself deeply in our minds, and we could not get it out of our heads:

“How can we help the market out there to distinguish who is really serious and really honest and who are the fakes? Those that only pretend they are.”

Our purpose was clear.
How can we strengthen original luxury in the long term? How can we preserve its spirit, its culture, and its philosophy for the next generations?

But how do we define original, truthful luxury?

Our market observation and study results revealed that current insights and definitions of luxury have been outdated for quite some time. Consequently, the strategic direction of organizations that pursue a luxury-specific strategy is no longer in keeping with the times.

But how can we resist the dilution of truthful luxury through perfectly orchestrated would-be luxury products? How can we protect our exclusive status as truthful luxury-goods providers in the long term?

The answer lies in our services and competencies - in line with our credo: "Brands build Benefits!", we support the luxury segment primarily in building and expanding strong brands, developing a purpose, the so-called meaningfulness, by manifesting your identity and your brand essence and supporting you in applying your individual results in practice, i.e. living by them.

The Luxury Heritage Institute has analyzed the present challenges and framework conditions of the luxury segment and deployed a corresponding luxury definition. On a basis of these newly acquired insights, an adequate strategic concept was developed which can be implemented in the companies of the luxury industry. We possess a huge theoretical and practical treasure of experience in the field of luxury. We were apprenticed at the best universities and business schools of the world, such as the University of St. Gallen (HSG) and Vienna University of Economics and Business (WU Vienna). We constantly broaden our knowledge. We consider lifelong learning existential. Competitive advantages can be generated solely through an information edge. We hold the opinion that we can just learn from and with the bests. In order to communicate to the bests. In order to be able to set the right impulses. In order to ultimately achieve our goal – to strengthen truthful luxury and its heritage for the next generations.


Therefore, it is fundamental for us to research and to shape. To observe, to analyze the market, the industry. To pursue constantly the latest state of the art. To be active in scientific work and to proceed empirically. In order to meet our aspiration, “to learn from the bests – with the bests – for the bests”, we rely on strong networking with leading organizations from the luxury industry and with leading universities. To exchange views and opinions, to generate new ideas and to develop new concepts in order to position concertedly the truthful, original luxury against an increasingly stronger and more professionally performing “marketing luxury”.


We want to share our scientific results and practical experiences with you. Our seminars and lectures, our publications shall also set impulses to you, to encourage you in order to achieve the best results in your business. Our workshops not only serve to communicate our concepts and trends, but also to support you in the development of your true brand identity and the targeted manifestation of your brand essence.


We gladly accompany and support you in the implementation phase of your newly acquired ideas and impulses and assist you with the individual strategy formation. Our consulting services steadily focus on the realization of an increase in the company’s return and the company’s value. Our aspiration is qualitative growth. Our intention is to strengthen concertedly the truthful luxury sustainably and in the long term.


Alumni University of St. Gallen (HSG)

Alumni Vienna University of Economics and Business (WU Vienna)

Founder & CEO

Patricia Anna Hitzler

completed her Executive MBA degree at the prestigious University of St. Gallen (HSG). At that time, her enthusiasm for the “authentic” luxury segment and the idea for her research arose. Together with the famous strategist Prof. Dr. Günter Müller Stewens, Director of the Institute of (business) management at the HSG, she developed a strategic authenticity concept, a guide for the management, that was globally published in March 2017 under the title “The Strategic Role of Authenticity in the Luxury Business“, in the Springer volume „Sustainable Management of Luxury“.
In May 2017, the Forbes Magazine quoted her authenticity study as a suggestion of how Chanel could do better in order to prevent scandals and crises.

Furthermore, she published several articles, among others in the leading Swiss Newspaper “Neue Züricher Zeitung”, and started off the Perfumery Conference of the German Federal Association of perfumery, the major and most prestigious symposium for luxury perfume and luxury cosmetics in Germany, as keynote speaker.

Patricia Anna Hitzler, Executive MBA HSG in General Management, B.A. in Information Management and Corporate Communications, has paid special attention to the high-end segment from the beginning of her occupational career. At first, she worked several years in the tradition-rich German and Italian fashion industry in sales and marketing. Afterwards, she moved to a business consultancy specialized in the luxury segment. There she accompanied organizations from the luxury industry, as senior consultant and eventually as partner of that consulting firm. Her focus lies in strategy and brand consulting and in the development of business models.