Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
While many brands lament headwinds, the true challenge is their ability to connect with the next generation of luxury clients and create desirability. I just came back from one of the world’s most important investment conferences in Hong Kong.
The rise of Gen Z, the most disruptive force in luxury, and the rapidly changing preferences of ultra-high-net-worth individuals demand a radical shift in how brands operate. I have been advocating for years that brands need to adapt their strategies from internal product focus to an external client-centric approach if they want to reach Gen Z.
Yet, too many luxury brands continue to rely on outdated models that no longer resonate. When their numbers decline, it is often too late.One of the most glaring issues facing these brands is the client experience, both online and in-store. True luxury isn’t just about aesthetics or celebrity endorsements - hello Gucci! It’s about communicating a story that deeply resonates with your audience, one that’s rooted in authenticity and values.
Emotion should drive every interaction: luxury brands must evoke a sense of belonging, aspiration and personal connection in each client encounter. Brands that fail to invest in this area will find themselves losing not just sales but also long-term client loyalty.
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