Dare to be different: Why luxury needs to break free

In the hyper-competitive luxury market, one might expect to find a landscape rich with innovation, uniqueness, and bold differentiation. Yet, paradoxically, I often encounter a sea of sameness across most luxury categories, from automotive and airlines to hospitality, fashion, and jewelry. This phenomenon is often driven by a pervasive and deeply human fear: the fear of being different. This fear, rooted in our psychological need for belonging and acceptance, manifests itself in many boardrooms and marketing departments across the luxury sector. Brands, despite their aspirational messaging, often succumb to the very human instinct of seeking safety in numbers. They look to competitors for inspiration, mirroring strategies, aesthetics, and experiences in a misguided attempt to secure market share. One of the biggest traps is relying on best practices. When everyone follows the same best practices, it inevitably leads to a sea of sameness, where many brands are drowning. A blur of brands The result? A luxury market saturated with indistinguishable offerings, where brands blur together, each a pale imitation of the next. From similar brand positioning to near-identical customer experiences and product lines, the fear of standing out has made it impossible for many luxury brands to truly shine. Psychologically, this behavior is understandable. Humans are wired for conformity, a trait that has ensured our survival for millennia. Studies in social psychology, such as Solomon Asch’s conformity experiments, show our tendency to align with group opinions, even when they contradict our own perceptions. In the corporate world, this translates to a “safety in numbers” mentality, where decision-makers find comfort in following established trends rather than charting new territory. However, for luxury brands, this approach is not just misguided — it’s potentially disastrous. Luxury consumers don’t seek the ordinary; they crave the extraordinary. They desire products and experiences that inspire, elevate, and differentiate them from the masses. When luxury brands fall into the trap of emulation, they erode the very essence of what makes them luxurious. Sea of sameness Consider the watch industry, where the sea of sameness prevails. Visual language and messaging across many brands have become nearly indistinguishable. This homogeneity not only fails to captivate consumers but also diminishes the perceived value of these brands. In a market where uniqueness is currency, sameness is a one-way ticket to bankruptcy. Yet, amid this landscape of conformity, some brands stand out. Rolex, for instance, is a master of brand storytelling. From its overarching brand story to the individual stories behind each product, from the minutest details of its timepieces to the carefully chosen spokespeople, Rolex demonstrates its relentless pursuit of perfection. This unwavering focus attracts clients who share its drive for continuous improvement and the achievement of excellence. The antidote to this malaise lies in embracing differentiation through powerful brand storytelling. As I’ve argued in my previous columns for Jing Daily, a brand’s story is its most critical differentiator. It’s not just about what a brand sells, but why it exists and what it stands for. This narrative becomes the emotional core around which unique experiences, products, and services can be crafted. The power of Added Luxury Value The power of this approach is evident in the concept of Added Luxury Value (ALV), which I’ve explored extensively in my academic research. ALV, driven by brand storytelling, often eclipses both the functional and emotional value attributes of luxury products. It’s what makes consumers willing to pay premium prices and develop deep, lasting connections with brands. For luxury brands to succeed in an increasingly competitive landscape, they must overcome the fear of being different. This means defining a unique emotional core that resonates with their target audience and crafting a compelling brand story that transcends product features. It requires aligning every touchpoint — from product design to customer service — with this core narrative. Most importantly, it demands resisting the urge to blindly follow competitors or industry trends. Brands must continuously ask themselves, “Why should our clients care?” and innovate based on the answers. This introspection and subsequent action are what separate true luxury brands from mere purveyors of expensive goods, or what I often call “luxury in ambition only.” Daring to be different The call to action for luxury brands is clear: Dare to be different. In a world where conformity is the norm, true luxury lies in the courage to stand apart. Only by embracing their distinctiveness can luxury brands create the emotional resonance and desirability that define true luxury. It requires courage, creativity, and an unwavering commitment to one’s unique identity, starting with an investment in excellent brand storytelling and building an ecosystem around that story. For brands willing to take the leap and embrace their distinctiveness by telling their unique story with conviction, the rewards are boundless. In a world drowning in sameness, only the truly different will win. This is an opinion piece by Daniel Langer, CEO of Équité, recognized as one of the “Global Top Five Luxury Key Opinion Leaders,” and advisor to some of the most iconic luxury brands in the world. He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. Daniel has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Daniel conducts in-person masterclasses on various luxury topics across the world. As a luxury expert featured on Bloomberg TV, Forbes, The Economist, and others; Daniel holds an MBA and a Ph.D. in luxury management, and has received education from Harvard Business School. Sign up for his online luxury masterclasses at the Jing Academy. Follow him: LinkedIn and Instagram. Listen to his Future of Luxury podcast.

Dare to be different: Why luxury needs to break free

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Published February 24, 2025

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Dare to be different: Why luxury needs to break free