By Daniel Langer
Luxury should inspire.
It should create emotion and desire. Yet when I look at the industry today, I often see brands that have lost their true north.
The issue is rarely competition or economic pressure – it is that too many brands have drifted from what made them desirable in the first place.
When greatness dies
In my work with leaders and teams across Europe, the Middle East, Asia and the Americas, the same concerns repeat. Luxury clients are harder to impress.
Creativity is often restrained or does not exist. Almost everywhere I look, I see the “sea of sameness.”
So, what’s wrong? What are the challenges that many luxury brands are facing today?
The first challenge is the lack of inspiring, truly unique and differentiated products. Luxury begins with an exceptional product.
It must express vision, craft, and emotion. Too many brands create objects that are beautiful but predictable.
They may satisfy the eye at a first glance, but often they fail to move the heart. In a world overflowing with options, only products that evoke emotion can inspire desire.
When a product feels alive, it transforms the client experience. Every now and then, I discover something that reminds me what real creativity and excellence feel like.
Extreme value is created when a brand can show the world something that has never been seen before. However, these moments have become rare.
Luxury brands must return to creating from conviction and passion. When financial controllers dictate how and what companies produce entirely, greatness dies.
Clarity and client experience
The second challenge is brand storytelling. Without a clear story, even great products lose meaning.
Storytelling is the emotional architecture of a brand and the connective tissue with clients. It gives direction internally and creates resonance externally.
Yet many brands have replaced storytelling with generic language. No wonder that, during a recent mystery shopping project, a salesperson told me about an ultra-limited edition that “it’s limited” when I asked him about what makes the item special.
The storytelling was reduced to “limited” and “great quality.” Without a story, there is no value.
A brand’s story should come from within. It should reveal a point of view and an emotion.
Storytelling is not just a “nice to have” marketing exercise. It is how a brand defines its purpose and how people feel when they encounter it.
When a story is authentic, it gives everything coherence. Clients feel connected, and they can understand the value.
The third challenge is client experience. Recently, I presented a keynote to an audience of over seven hundred people about how my 4E framework of luxury, built on experience, emotion, engagement and exclusivity, helps brands elevate their performance.
Before I began, a panelist asked the audience a simple question: has the customer service, across categories, improved or declined over the past five years? No one raised a hand for improvement.
Almost everyone felt it had declined. Perception is reality.
And it speaks volumes. In too many luxury environments, clients are present but not the priority.
Service feels procedural, detached and transactional. True luxury begins with presence and attention.
It is the ability to understand a client’s needs before they speak. It is the feeling of being genuinely valued.
Luxury lives in the details, in the small gestures that make a person feel special and remembered.
Next-gen consumers chart luxury’s path forward
The fourth challenge is the growing disconnect between brands and the next generation of affluent clients.
In one of my recent Future of Luxury podcast episodes, entrepreneur Thomas Derksen in Shanghai said that brands and clients no longer speak the same language. This sentence moved me, and he is right.
Generation Z expects meaning, creativity, and alignment with their values. They want to engage with brands that stand for something real.
Across the world, I see how this generation is reshaping luxury. They do not respond to hierarchy.
They respond to authenticity and emotion. They reward brands that listen and create relevance.
Those who ignore this shift risk becoming invisible. What is interesting is that I conducted my first masterclass about how to prepare for Gen Z eight years ago for one of the top 5 luxury brands in the world.
This brand listened and adjusted, and today it’s one of the few brands growing consistently. Many other brands were hesitant, having the illusion that they had time to adjust.
But when brands and clients don’t speak the same language, brands get into a tailspin from which they can often only recover with painful maneuvers.
These four challenges are closely linked. Together, they reveal a bigger picture: many brands have forgotten how to create extreme value.
Some have even forgotten that luxury is always about greatness. Luxury is not about the price point. It is about the value a brand creates.
Yet every challenge holds opportunity. Creativity and exceptional quality can be reignited, yet it requires true commitment to excellence and not just lip service.
Brand stories can be optimized, yet they require utmost expertise. Experiences can be significantly elevated, yet they require a sound experience strategy and transformational training.
Client connections can be rebuilt, yet it requires understanding the next generation of affluent clients. The 4E framework offers a path forward. Experience, emotion, engagement and exclusivity remain the timeless pillars of every successful luxury brand.
Luxury’s future belongs to those who make it personal and exceptional again. The world does not need more products – it needs more meaning.
Every leader should ask a simple question: are we creating extreme value, or have we settled for the ordinary? The answer defines what comes next.
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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″,”iv”:”67499d74d31c84fddf660a45fece2990″,”s”:”32a588c603c61958″}