Luxury Unfiltered: Why clarity and authenticity are non-negotiable luxury storytelling tactics

April 16, 2025

Daniel Langer is the founder and CEO of consulting firm Équité

In the luxury industry, storytelling is the lifeblood of a brand.

It defines how consumers perceive a house’s identity, values and purpose. It is a fundamental driver of perceived value and by far the most important value component.

Yet, first, the power of brand storytelling is often underestimated and second, in an era of rapid change, where Gen Z is emerging as the dominant luxury consumer group, many brands are falling into the trap of diluting their core values and stories.

Brand diffusion
Instead of doubling down on their unique identities, they chase trends, over-rely on creative directors or collaborations, and attempt to appeal to everyone.

The result? A loss of authenticity, cultural relevance, and, ultimately, consumer trust. Many brands are nothing more than another occupant in the sea of sameness.

Luxury thrives on differentiation. A brand’s story is what connects it with clients and transforms its products into symbols of aspiration and identity.

However, in recent years, many brands offer generic, undifferentiated and often irrelevant stories. In their pursuit of broader audiences and short-term gains, they have diluted their messaging to the point where it feels interchangeable, similar to every other competitor.

This erosion of storytelling is particularly dangerous at a time when Gen Z is reshaping the luxury market. Born between 1997 and 2012, this generation is hyper-connected, digitally savvy and deeply influenced by social media and online communities.

They value individuality and authenticity above all else and expect brands to reflect these ideals in their messaging and actions. For Gen Z, luxury is no longer about meaning.

They want to see themselves in the brands they support and demand inspiration through band values that align with their values. Yet many luxury houses are failing to meet these expectations.

They rely too much on high-profile creative directors, spokespeople, or splashy collaborations to generate buzz. While these tactics may deliver short-term attention, they rarely address deeper issues within a brand’s identity.

A star designer can bring fresh energy to a house, but if their vision doesn’t align with the brand’s core values, they create confusion rather than connection.

Similarly, collaborations often feel gimmicky if they lack a clear purpose or fail to enhance the brand’s narrative. I estimate that most brand collaborations don’t create any meaningful client-centric value.

The over-reliance on creative directors also exposes another vulnerability: instability. The luxury industry has seen a revolving door of leadership in recent years as houses cycle through designers in search of the next big hit. This constant turnover undermines consistency in the perception of the brand story, especially if there are no clear brand guidelines in place.

Building long-term loyalty
Without the critical element of story consistency, there is no long-term loyalty.

Consumers struggle to connect with brands that change direction every few seasons because it signals uncertainty rather than confidence. This lack of clarity becomes even more problematic when brands try to cater to everyone.

In an effort to broaden their appeal, many houses dilute their messaging to the point where it loses all distinctiveness. But luxury is not about being all things to all people; it’s about proudly owning a niche and excelling within it.

When brands compromise their identity in an attempt to please everyone, they end up pleasing no one. The rise of Gen Z underscores why clarity and authenticity are more important than ever.

This generation grew up in a digital world where information and misinformation spread instantly. They are experts at identifying inauthenticity and have little patience for brands that fail to deliver on their promises.

For them, a brand’s story must be consistent across all touchpoints, from social media campaigns to product design to retail experiences. Moreover, Gen Z’s preference for social media as a primary source of discovery means that storytelling must be both compelling and concise.

Platforms like TikTok and Instagram reward creativity and authenticity while punishing anything that feels overly polished or insincere. Brands that succeed on these platforms understand how to translate their narratives into formats that resonate with younger audiences.

So, how can luxury houses navigate this new landscape?

Step-by-step storytelling
The first step is conducting an honest audit of their brand identity. What makes them unique?

What values do they stand for? How do these values translate into products, experiences and communications?

Answering these questions demands a brutally honest introspection and a willingness to confront uncomfortable truths. This aspect is so critical that I refuse to work with brands that are not willing to audit their brand story and execution.

Once a brand has clarified its core values, it must commit to them fully. This means resisting the temptation to chase trends or imitate competitors.

Instead of trying to be everything to everyone, luxury houses should focus on deepening their connection with their target audience by telling stories that are authentic and relevant.

Finally, brands must recognize that storytelling is not just the responsibility of creative directors or marketing teams, but rather, a collective effort that involves every aspect of the business.

From design studios to retail staff to supply chain partners, everyone plays a role in bringing the brand’s narrative to life. Therefore, clarity at the core is mission critical.

In times of massive change like today, where Gen Z is poised to become the top client group for luxury by the end of the decade, the importance of storytelling cannot be overstated. It is what will separate the brands that thrive from those that fade into irrelevance.

Luxury has always been about more than just products. Luxury is about creating extreme value and emotional connections through stories that inspire and endure.

For those who do not embrace this? They will face cultural and commercial oblivion.

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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