Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top five Luxury Key Opinion Leader” by Netbase Quid.
The recent cooling of growth rates in the luxury sector could be mistaken for a natural market correction after years of exuberant expansion.
Luxury clients, especially the ultrawealthy, are sophisticated, discerning and crave novelty — they also want things that others can’t get. They are drawn to brands that are not afraid to challenge the status quo or redefine what luxury means. Every message, every campaign and every interaction needs to reinforce the brand's prestige and its promise of an unparalleled experience. In a world that is increasingly driven by algorithms, creating cultural capital through brand storytelling is a strategic imperative.
Most client training today is too focused on clichés and the obvious, and not enough on strengthening the emotional connection with clients. Significant levels of complacency are impacting many luxury brands.
Featured Industry Sectors Marketing Opinion Daniel Langer Équité Luxury Luxury Advertising Luxury Brand Marketing Luxury Daily Luxury Marketing Luxury News Luxury Retail Luxury Unfiltered Marketing
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