By Daniel Langer
Close your eyes and imagine walking into a flagship luxury boutique.
It does not matter which brand. It does not matter if you are in Shanghai, London or Los Angeles.
You can picture it immediately.
The two types of consistency
The lighting is warm and shadowless. The floors are polished stone.
The scent is a subtle variation of fig or sandalwood. The sales associates are standing behind glass counters, dressed in black and waiting with a scripted greeting that is polite yet entirely vacant.
It is flawless, consistent and, arguably, completely boring. This is the crisis currently facing the luxury industry.
In the relentless pursuit of global scale, many brands have confused visual repetition with brand identity. They have focused so much on making the store look the same everywhere that they forgot to ask how it feels.
There is a massive difference between visual consistency and emotional consistency. Most brands are experts at the first and failures at the second.
Visual consistency is easy. It is a copy-paste job.
You take a blueprint from Milan, and you drop it into Miami. You ensure the marble is the same shade of white and the logo is the same size on the wall.
Emotional consistency is hard. This is the “payout” the client actually cares about.
When I visit a brand, I expect the same feeling whether I am in New York, Paris or Tokyo. I want to feel understood, valued as a human, and inspired by the staff in a way that is distinctive to a specific brand.
I want the brand’s spirit to translate across borders, wherever I interact with it.
While many brands are able to replicate a visual standard, most fail to replicate the feeling. They create a shell that looks perfect, but inside, it is hollow.
The power of positive friction
How do we fix this? We need to stop worshipping the generic “seamless experience.”
We have been told that the customer journey should always be fast and smooth. But memory is not created when things are smooth.
Memory is created when we stop, when we are present in a moment, and pay attention. We need to introduce “positive friction.”
Positive friction is not about making things difficult for the client. It is about intentionally slowing the experience down and creating something unexpected that adds value and meaning.
It is a moment that forces you to engage. It’s what creates a memory.
I just returned from Singapore, where I visited a high-end omakase restaurant. It was the perfect example of positive friction.
It was not efficient in a traditional way. I could not just sit down and eat quickly.
I had to wait for the chef. The timing was out of my control, and I had to surrender to it.
But it was more than just waiting. Each dish was presented with a unique story about where it came from, what inspired the chef and why it was chosen for this season.
Each dish was served on a different plate, which was connected to that story. The waitress did not just drop the plates.
She had memorized the name of every single person in our group. Every time she approached the table, she addressed us by name.
That is positive friction. It took time. It required effort.
But because of that effort, everyone felt seen. If the food had just appeared instantly on the table, I would have forgotten the meal by the next morning.
Because they added layers of surprise, storytelling and human connection, I will remember it for years.
Designing for emotion, not just aesthetics
To break out of the sea of sameness, luxury brands need to shift their focus. We need to stop obsessing over whether the floor tiles match the global standard and start training our teams on emotional intelligence.
You need to train which emotion the brand wants to deliver, but you cannot script emotional consistency. A script makes a human sound like a robot, and nobody forms an emotional connection with a robot.
You have to train your staff to understand the emotion, to connect with that emotion, and to make it their own. You have to give them the freedom to be personalities who passionately embrace the target emotion in their own way, not just employees who repeat a script.
Importantly, the delivery of the target emotion needs to adapt to the situation. If a client in New York wants a fast purchase, the delivery of the feeling needs to be efficient.
If a client in Paris wants to discuss the history of the fabric for twenty minutes, the emotion should be embedded in presence and expertise. The emotion should be the same, but the action is different.
The verdict
The era of “cookie-cutter” luxury is ending. Clients are tired of walking into experiences that feel like every other: beautiful but generic.
They want character. They want to feel something.
If your brand looks the same in every city, congratulations on your operations team. But if your brand feels different in every city, you have a problem.
It is time to stop polishing the furniture and start focusing on the feeling. Are you ready?
Luxury Unfiltered is a weekly column by Daniel Langer. He is the CEO of Équité, a global luxury strategy and creative brand activation firm, where he is the advisor to some of the most iconic luxury brands. He is recognized as a global top-five luxury key opinion leader. He serves as the executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at New York University, New York. Dr. Langer has authored best-selling books on luxury management in English and Chinese and is a respected global keynote speaker.
Dr. Langer conducts masterclass management training on various luxury topics around the world. As a luxury expert featured on Bloomberg TV, Financial Times, The New York Times, Forbes, The Economist and others, Mr. Langer holds an MBA and a Ph.D. in luxury management and has received education from Harvard Business School. Follow him on LinkedIn and Instagram, and listen to his Future of Luxury Podcast.
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cAR4zkxt8DxZRpPvPSCYYqcXSKTgxHdAmP3vh6uPPhsOyTamJa6UiV4X9SRyqwmJgW6hJmXvoEUx5cJZkQ621U8C8iB+tqFTG2TXugmB4wUcJQEj1eo\/SGomONSITKR9mCERFEGG1Ad0BhKb1QW8yKNiU9oQ2VjzO8YIpt40p+j9Gi1+w0GQ5Qo\/8JO7yH8qzQeCqUDrZVLb8Ntj5N6xLzD1GwZ+luob6B9S9iKquBncSRyF0Tz2U3XSC9CHVf5cS461JOfDk1kidftwDWU45BTP5iMdIsxwgcH5EQg2PL70FgWVm7PlLQNNG7Jl71qdX0FKzu64RfjHmib6kbYRvVnH3EZlBvvzjIst\/hzUgzgHNGT2Hseckn6eW7gdKhCSPJJVYADh38BbQBTOYCNDODFPhphvxuN3IhuufM5KKJrLCH71ijSMnQtJcrM+Vb3hft3z94hkRQ7r52royuIL6c80ebVSX4yV1qJg8T2CctMM+luHoM5iaJSNRba\/hKvxLX5poM3i4Lh6care2fqfmqArAwqKafIHwTXChNzaTJ4JaVhPtk\/nl1vvSkxxZDn2rLEl\/mxVfIM0aXNYo0PjIi3QiNfe0UrlN50e\/Rsylb4ykdYp2fAzFiLQkRshsLy\/DNrIRSBSbIr6tg\/WP\/J\/8U1VJHHFB95CApLHGXj5GmqAxkFmJjcGLGOokRWKQn50l4sKFWdl5rByibAFV\/NcJlDdxvhhbnjsEYYYmqTqTdCZ9BoLpmal7pdilmSJjv1ooSGcDWhrIfi5KBd5POX3YzfGr5JizzTO3DTDEhIhpvbwXbf\/0byGwyrCJ1+NuQkF+Neycpsw+bU356wvHlFqDDzxOOwkak3qoa9TOed68Ldv56QwVyaQwPVwIR9eN0jf91GRAuKzG741DRqUj3pej5T3abfZTk\/Z5LHAinWq2BVxP0CCgAF9126Js5NmHEEQXaX\/R8CNMnwXIO0NyiJHdxvfdogV2A4w7pt0nEWdyLDK3e0A1jd0pJAjNLvV9OJeurxb1ox27s314U27luDg8ZIvOMmCErguxMIKOzQ2JW2hLb2U0qtxJ9v2lPUv5hKZjpM+KkUSnkkqkEocA82nu6G9SeZZTC2v2ddg\/bjZOjzmJx+QkpsZkFxe1W9TY7SvVAcoHesOgzo4aCiulFruPvpOxlmv+2Qy4m4lJdyqoljdg8aeAa6KYqlTxmBtTUjQU\/kxxYJpXbmrBlACqXZEpRUnYCXSmxdJz74qoeqzREcF93JiS+S\/u18l9WxCqyRkuU+VWPhOuuRTEfkP4h8y6e7uMu4X2aaoYH+nIeWm7U1OFFyQFdJAO5HsgYecHnyUKOZla3BpR9HpzsxmTHilyb\/ccsYUN4MkhTziLMvbVuDdf7haVyuquajens+3HP84RdkLb9YetONEOYljkwXsDhG6cuEnLyX00mbS4Uh\/64Y3H3UyYBQ1Br5fks7rXPxUBBCOpI\/qATgFCFkR9TAVBSRSrGMVELeZQ3QuPXoLEivIszewct0N4l47MeOjJGwIh9zYrCRQS+ceQJuH0H\/w7mT\/KVviqfq9uXwZN48I469tMmNz1oG8Hug0zUO3ONCCzI\/KzFj5q+t9AfJnxkNoTlnOJmAz\/7WhcCxOd8iCg+M21lduW2WhGyOFNnxfc8jSGSAI4FjBbB2JY\/TT4sKcx0li9Sclq4EfLGC5RttLrPgl0C09zvtx+Nap+lfFfIhmrFeveLLAfbQKi84dPj2yRxdmNmVd0PwepgMA7QK4kIOg3tl6uucGjGiHP3KZJ8gi2YrrFPBSnc7AO+Jek+TDTVLVzrlL5LF+ObZOoBHOaYAwVlLAmSQhWGRq12zL03sPISvk7vvO97vONWd1y9gRxkI4GjETkJeyE9Eq0e1Ix+gmcjdfuiZtMKUPAQbsjFTCQ5Bjci8eZKcOCeUzenvXE5ixrE6crRBgd2tFfmG8rdgOPP6Q0HEl63HT8222UrU4fZ04XNvJBw+ULH8ifwWDL2Y7wGfWFv+EbJhZjzsAlweMx2TLaBA\/fUsBVKe\/PwsfrB0v0CP8XEX9JSvp3zZRJyHWofwRoSAfYp8Dlq8xdMXt+XMy9W4ymcrS3bGOXSf74thPyd6nzQt8zGmj6e8ajE\/V5MFdLr4OZ6OvJQzIuMXa4xt4xe3y5YfB2y2J0qdfF3JvKt9a6VYXCTLy8RhlK7BzirZwjFT+dXUT3WntzvJ0Qx3SRtaHbadDTLVjY8d7Gz1lnGafbV37A46lVc7Wr\/JnCvttfBVQFYKiXg2WxG9JUWm7zjHcUP\/oFAEswA\/K2WWS9rh+VfGUr8Hvf3oUh7GJ5Om+2qpCQlZ2l20QQi7p5Z4On0719sZgLzmXUrJnPiay7NcUkQBIRZPXOve6W+cy3Me6JuR4jda7L\/ZiltBKkbkzz7gjEEPXssJbLGq5xMpbnMQrz\/QJzg2nkmmba8y+lFIR463H7jwCU8g2k93e6hNHJ9ml2hJy0XynNd4ib5Au5cLeQuk2pp9Kvbopfk\/DJMBbVOPfG9Oc51k7jsvlz5VwnMLY5w+Jrvy7qBe\/LxVmdqNUfkQuMm0dY73tHmbi+02KThRVu+M6todueeUh6euqvBr\/E8a1sEcQ1VAAtjM5tnmfsgfrGFRjH4uPyIhP7e2x4aMM7Bdf\/p8UcN4uPEL+bSpMykKxRct53OQrJoz6hQ09tx8fjZeEJoHafxRw6PwwYQBDEo9M24XSjPnxpA+hgN22sYuG\/KnvgWy8NX4vyVPNiicLCRrzcfp2H7nbG4X04TQAZKEx6LgXPIS11X+ki2InCEqz\/bv89E7GN38gaRd3fYicWmLAjT0RKbxDby2ICQawVw6T5Wpgh3xBRBlgCXjO4PeJvC1C3+J\/SeMHQ6jCVQ3w1c14ud0gZkXJhUYNmWGsFE3pv\/yl4WezSPg4vFte9lNcY0hIBPq\/2iXBKZkoaZKmIHrUh6E4mi0eUGmUS6UhyQTJaCg+AaHW2IPuFlKpeaaUSojIxJu0Jf1SoOLV6rPeiDtpqKGNc1USL4TkwzOcmE7lPKukj8XTe7mdTb2jA\/eCJdRM\/PehyXMI6d09RsZCfNy0ELCYrByvpmdsBVX1QsiLfOl9lPx+WT16jXKUvEY0itBl\/B\/Yf8fYqQ70yEItB86jC08Vk12DPf4c9f0SgSh5kvOkEcLABB3v4PULEc4EEuyFszqX1ClE7mVuxOe6m5rKym1rgKn23e7rhef1WfPpQ5yJg7FYBRq6OIUcV0oEMmXiaUEBYfLpLRETE2Uf6d8EWZZ1OP82z6W90BEwLv2lHtWEou9uMjnDlWfac6uQ180M2\/98isRN\/QdAC2C+TpaK8NhvbtbgaFpwDNok5OM\/w69fqfVhdrl3ETG+Ez39tNEbu0811V03w8j4bwH93HwM1laATK\/IIPXOwQLMqFZ7VOfLNAG0JmGnRRqVYB5PxPhu+cv5m1rP0mRCW\/Iy0L2HEZi1ShAAnmh2TZUe+dDctlICbbfht2CddI6vZwkE2J1tsFupWKr3AlSWW+Yl+Kl0AvBXnX4F4X1ED39LUyq6+KINXtCaHG+OeOj3rxu9trZRHmJIsCJNiqcqPu2kBOBOogi4VMB1KLxLn57yJad8vW0Ac\/Wynt94v+yqBBx+tt8INzMoJ4z1Q0b+6xQwaSFCrJ\/t+tHy1tIwi\/iI3u7bhA5SI2BMXcF6eDb5pOVo91loykSvtR6SaRlIXSsSdfDarQGiZpxLduC6cy5Sn2txC8KIVq+FMSQaBJRyRhX7eDF0WuxH5lt4NX6\/cUx++4NtbeC8edQkLHiyw8SKY606h8HOkgsBd\/dRpOomCBIAh6lx+MH2NkP99UHgcNNP1naZu4chG5CAfpoXtVJaK00tNxWXOLX3GDQSxW1wKD5SSBTlje1FCQWMxD96MjvuwehR9Hi+y85pIk78olBsuitumXEeddkHVeAVqIzLJWavpSIz9LnLA+yoyyHYT4NPhlgYSH\/2JzB3CPQmg9nj9W2n1wfyEgyxWYpjm1DT5\/zJL7JcnFPlqjy78AerdCpQ+Ou0AHnUTdnR7iN0Hibi9K97YSHX9omPEB\/r+p3aDKOzg8ZhWb2ekCKJ8dX03I85PpZeuGlMg\/ffofIGDZq9LFl4\/Q5LR97CAznNdPQXVgtYc+IIvMogV5\/GNyJAzlzdXTz\/w7AhWPNSdkgiFTIvKMmCL6TAsJqZmO0mC42yXr2KcmRnfQbLpkFoeF1XcUWtvMhoq6tX+FzYWnVPRIWS5IShSsMdkgO7hPW3uBJeg6LmjQ4FVeI4lY1hoBB7w6hNedmlga6UbsKuSXGCdRnewKL95XJSLG3NfICv8\/WvL\/s3\/F\/CLFts6dLaGs197HDPoYRhVrdyNhVPDpMYSkvNDdjB9JdZcbR1aSYxUbNqRroHgKFvoiAuMi1BWufVCvC3aGvcvdOxl+jWVAf2mfHutT5QF5z1j4a3asXt\/D+3sCSxnv6b\/GM7tRga7wETvWX8HIWdtAcVIwle6DMvE5FlcoIDKjG3gxeie\/3kk\/KNcVdoNM0\/2zqsYPVf88Tf3LmY45Jqtpw6X50x8gVGvVZx3HPjI55nSMElntAmHK9BgzgUqC83aJKqOKBihQOwtZjhW41U3Sr07Mh1AITQJbSyNpZXR124Ze4AkOvcLtTN74HyQ6Ttzk1j0iAyl6HAbMPZvJx9g\/fK0XaeXYGQfN3SEo2ZdaQLk7Un6L4t2EpXZIuF5r\/ijyve3OdGnICfQTal4VPjS46uGk013j0F5a7miP8hrd3CaLCBGu38EIysevNzHTKo5kMdCb54DJG\/MurLYnwxU6dd8QbvSe5dCv6Y3qhfG68oEop9hYxeLGnX\/0YkIZD5aYe5rGoCmNlRzpekCh1gm1jCSYJiasTCxfoD4ZNt6I92byKM5pUEDatA5rH5vKv1I+ZUr1Jiv7xYMlxiTZ5fLY9XZAaIvGQ1iQnrBz+JIO4juP2APLoggQjAwlMA3sJpRu4Y4A\/DTlqd8KS16dK+0qp5aQQ6450f2vtSY625PupPqtocdoaI9GRMK1ZQFeNZ8Wc4mS0GqXo2Pt7gTWqZr19OCwXpKcqxhvY0HgDmq3ro5xqGcRzwcK\/GxUBofxKzs6kFSl+h9Ad+y5hYErT4tPYgBdPZ4C2LmDB4krL4D9pR\/VGzYPHbegHLZ1C8nn6opPDy7FLEerX0rcxQiYSPcCnitZm5\/BNfhltzxi2IHLkKw4RDzafwkQwy0JfNem0YT2BxzsUEzbvui8o2VYsc9dX76CWOexdmi2xyOSe5MbmfOc2eaKSsp6UEKDtdc1qcBNv863mCrw2QGU2Ifutyr5ts5W1dTp9nKNZQJStZc\/tXkJQw\/\/EB\/K0DT+knJEbB2CMlLV5+gzyVUamRbdiwwGhr476UtzCuLgM\/kYix1omJ4BA0GPhZc9t67dHL+ELH6OZBHUIJMjA+LU3WZbodOQg4VARVocXcVuBY+HoZ7qmO0obejIBiBYwS559qUO3CwUzL27UElZzBZhTSEegCkuJNB1UbtaQ1IyvUdUc6BS0AUpGmbmPcSJy8nwaOEATbgEO4Rpp0=”,”iv”:”4b8d744e1c5c47bae77a6b663d992ab2″,”s”:”9761e46358596460″}