‘Made in Italy’s future rests on client-focused storytelling’

Florence’s Palazzo Vecchio, with its historic Salone Del Cinquecento, provided a fitting stage for the 2025 edition of The Italian Mind Luxury Summit — a gathering of Italy’s most influential thought leaders, entrepreneurs, global experts, and iconic luxury brands. As co-founder of the Italian Mind Foundation, alongside Marco Gianni and Maurizio Mancianti, I had the privilege of moderating two panels that explored the singular aim of the foundation and the event: to strategize how “Made in Italy” can remain relevant and inspiring for the next generation of luxury clients. The event was supported by Antonio Tajani, Italy’s Vice Premier and Minister of Foreign Affairs, and Fausta Bergamotto, Undersecretary of the Ministry of Enterprises and Made in Italy. Meanwhile Sheilla Papucci, a leading Italian entrepreneur, and Gabriele Carratelli, CEO of Carratelli Holdings; and contributions from the City of Florence, the Region of Tuscany, and the University of Florence helped anchor the event in the cultural and intellectual heart of Italy. Strengths that define Italian luxury Throughout the summit, participants repeatedly cited the core strengths that have defined Italian luxury for decades: creativity, craftsmanship, innovation, culture, emotion, well-being, quality of life, and empathy. These elements form the DNA of Made in Italy and are the foundation upon which its global reputation rests. Yet, as the summit made clear, these strengths alone are no longer enough to guarantee future success. The evolving luxury landscape The luxury sector is undergoing profound change. The global market is cooling after years of rapid growth, and competition is intensifying. Most critically, a new generation of luxury clients — millennials and Gen Z — is emerging as a decisive force, bringing new expectations and values. These clients demand more than heritage and quality; they seek meaning, transformation, and authentic connections with the brands they choose. The summit underscored that the traditional focus on product excellence and craftsmanship must now be matched by a radical shift in brand storytelling. Brands must adapt to the needs of the next generation by making storytelling radically client-centric and providing meaning at every touchpoint. This is not just about communicating what makes a brand unique but about inviting clients into a narrative that is immersive, emotionally resonant, and transformative. While some Italian brands, like Stefano Ricci, excel at this, others will need to undergo significant change. From storytelling to storyselling A key theme was the rise of the transformation economy, where clients seek experiences that go beyond luxury goods to deliver personal growth, well-being, and a sense of belonging. Italian brands are uniquely positioned to lead in this space, given their deep roots in culture, art, and lifestyle. However, to do so, they must evolve from storytelling to “storyselling.” That means embedding their narratives not just in marketing campaigns but at every point of sale — both physical and digital. Transformative training for brand ambassadors and sales teams was highlighted as critical. Empathy, emotional intelligence, and the ability to make clients feel truly valued are now mission-critical skills. This shift requires investment in training that goes far beyond product knowledge, empowering teams to deliver extraordinary, personalized experiences that reinforce the brand’s story and values. Personalization and AI: Essentials for modern luxury brands The summit also addressed the importance of digital storytelling, particularly in key growth regions such as China, the Middle East, India, and the U.S. In a world increasingly shaped by algorithms and digital platforms, brands must ensure that their stories are not just compelling but also optimized for discovery and engagement across channels. Personalization, AI-driven experiences, and immersive digital touchpoints are no longer optional; they are becoming essential for building lasting relationships with the next generation of clients. A call to action The Italian Mind Luxury Summit 2025 made one thing abundantly clear: the future of Made in Italy depends on a willingness to put the client at the center of every story. The stakes are high: Équité Research estimates that half of today’s luxury brands could disappear in the next decade if they fail to rise to this challenge. Now is the time for Italian luxury brands to reclaim their leadership by embracing excellence in “storyselling,” investing in transformative training, and leveraging digital innovation to reach and inspire clients worldwide. The next chapter of Made in Italy is waiting to be written — one that is as bold, creative, and empathetic as the country itself. The call to action is urgent: develop an authentic, client-centric brand story that matters, deliver experiences that transform, and ensure that every client touchpoint is an invitation to be part of something extraordinary. The future of luxury — and of Made in Italy — depends on it. 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.

Sectors

Insights

Company

‘Made in Italy’s future rests on client-focused storytelling’