Daniel Langer

Daniel Langer

Daniel Langer is the CEO of the leading luxury, lifestyle and consumer brand strategy firm Équité (equitebrands.com), and the professor of luxury strategy and extreme value creation at Pepperdine University in Malibu, California. He consults some of the most iconic luxury brands in the world, is the author of several luxury management books, a frequent media commentator, a global keynote speaker, and holds luxury masterclasses in Europe, the USA, and Asia. Follow @drlanger on Twitter

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Latest from Daniel Langer

Opinion | Why Mercedes-Benz EQXX could be the brand’s most important car in history: the futuristic electric vehicle (EV) concept aims to rival Elon Musk’s Tesla – but will it actually enter production?

Tesla could become the largest car company in the world, showing how electric vehicles (EVs) are poised to take over petrol cars – and then Mercedes-Benz unveiled the EQXX concept …

Tesla could become the largest car company in the world, showing how electric vehicles (EVs) are poised to take over petrol cars – and then Mercedes-Benz unveiled the EQXX concept …

7 Jan 2022 - 3:00PM
Opinion | What BMW’s Concept XM says about luxury car brands in an electric world: the German company didn’t learn from Tesla or Rivian, and Apple might be the winner …

Clearly all-electric is the way to go these days, so why did the German luxury carmaker not pick up on lessons from the likes of Tesla and Rivian – and how may Apple be the brand to profit most?

Clearly all-electric is the way to go these days, so why did the German luxury carmaker not pick up on lessons from the likes of Tesla and Rivian – and how may Apple be the brand to profit most?

9 Dec 2021 - 5:05PM
Opinion | Why luxury hotels and restaurants fail to deliver memorable experiences: million-dollar real estate and Michelin-starred food don’t make up for generic customer service

Despite expensive real estate investment, quality food and stunning decor, many high-end hospitality brands still fail to deliver a memorable experience – so how can they set themselves apart?

Despite expensive real estate investment, quality food and stunning decor, many high-end hospitality brands still fail to deliver a memorable experience – so how can they set themselves apart?

12 Nov 2021 - 4:08PM
Opinion | Why isn’t the redesigned 2022 Mercedes-AMG SL electric? The new luxury car is an elegant spin on past SL models, but it’s no Tesla Model S

The V8-powered Mercedes-AMG SL is a much-improved car, but it’s a missed opportunity to place the luxury brand back at the top of innovation and luxury

The V8-powered Mercedes-AMG SL is a much-improved car, but it’s a missed opportunity to place the luxury brand back at the top of innovation and luxury

4 Nov 2021 - 12:40PM
Opinion | Why today’s luxury brands may not survive Gen Z: while Louis Vuitton and Dior are better at reinventing themselves, other brands fail to innovate

Some companies’ failure to adapt to the needs of digitally-savvy Gen Z consumers – who are not as interested in them as older generations – could cost them their future

Some companies’ failure to adapt to the needs of digitally-savvy Gen Z consumers – who are not as interested in them as older generations – could cost them their future

7 Oct 2021 - 9:00AM
Opinion | How BMW and Mercedes-Benz rediscovered their luxurious roots: after competition from Toyota, Audi, Tesla and more, are the auto brands back on top?

Formerly undisputed industry leaders, the auto brands made some questionable decisions to keep up with their competitors … but are they finally back on top?

Formerly undisputed industry leaders, the auto brands made some questionable decisions to keep up with their competitors … but are they finally back on top?

16 Sep 2021 - 3:00PM
Opinion | Does K-pop have more selling power than Hollywood? Luxury fashion brands are ditching film stars for Korean idols – but collaborating with BTS or Blackpink doesn’t always guarantee success

For Gen Z, the stars of K-pop idols burn more brightly than those of legacy Hollywood actors, as Korea’s top bands like BTS and Blackpink collaborate with the world’s biggest fashion houses

For Gen Z, the stars of K-pop idols burn more brightly than those of legacy Hollywood actors, as Korea’s top bands like BTS and Blackpink collaborate with the world’s biggest fashion houses

26 Aug 2021 - 2:50PM
Opinion | The Lamborghini Countach 2021: the supercar is reborn 50 years after the 1970s original, delivering ‘extreme’ at its best

Futuristic and wedge-shaped, the 1971 Countach was a sensation – now the brand has reimagined the car, keeping the overall look while adding an electric motor to the V-12 to give it even more oomph

Futuristic and wedge-shaped, the 1971 Countach was a sensation – now the brand has reimagined the car, keeping the overall look while adding an electric motor to the V-12 to give it even more oomph

19 Aug 2021 - 1:56PM
Opinion | Mercedes is bringing sexy back with its electric EQS, the first of a more sustainable range to rival Tesla’s Model S and the Porsche Taycan

Comfortable complacency is out as the need for sustainability shocks the industry into answering Tesla’s challenge – and the German carmaker’s first response is a strong one

Comfortable complacency is out as the need for sustainability shocks the industry into answering Tesla’s challenge – and the German carmaker’s first response is a strong one

12 Aug 2021 - 4:13PM
Opinion | How well are luxury travel brands adapting to new protocols? Louis Vuitton and Hermès innovated with new pandemic-era strategies, but hotels and airlines are falling behind

Fashion brands might have innovated with new pandemic-era strategies, but luxury hotels, restaurants and travel are falling behind

Fashion brands might have innovated with new pandemic-era strategies, but luxury hotels, restaurants and travel are falling behind

6 Aug 2021 - 2:57PM
Opinion | Olympics 2020: can sports’ oldest brand survive the furore? Staging the Tokyo summer games despite widespread Covid-19 fears could damage the 100-year-old event forever

With 85 per cent of locals ‘concerned’ about staging the spectacle amid surging Covid-19 cases, it’s time to ask if this is the best course of action for the ‘world’s first luxury brand’

With 85 per cent of locals ‘concerned’ about staging the spectacle amid surging Covid-19 cases, it’s time to ask if this is the best course of action for the ‘world’s first luxury brand’

22 Jul 2021 - 11:47AM
Opinion | Jeff Bezos, Elon Musk and Richard Branson in space, luxury’s new frontier: as air travel is no longer special, billionaires turn to the stars for the ultimate once-in-a-lifetime experience

Billionaires look to the stars for the ultimate once-in-a-lifetime experience: Blue Origins will launch on July 20 while Virgin Galactic has already blasted off

Billionaires look to the stars for the ultimate once-in-a-lifetime experience: Blue Origins will launch on July 20 while Virgin Galactic has already blasted off

15 Jul 2021 - 5:05PM
Opinion | Why Bugatti’s sale marks the end of petrol cars: Porsche takes Volkswagen’s stake and forms JV with Rimac – so what does that mean for one of the oldest luxury hyper car makers?

The luxury hyper car maker is veering into new territory as it partners with Bulgarian EV maker Rimac – so how will this change things for the multimillion-dollar car maker?

The luxury hyper car maker is veering into new territory as it partners with Bulgarian EV maker Rimac – so how will this change things for the multimillion-dollar car maker?

8 Jul 2021 - 4:20PM
Opinion | Dubai, Paris, the Maldives: for luxury hotels everywhere, memories matter more than the spa, choice of restaurants or size of the room

Luxury hotel brands everywhere face the same issue – how to stand out when everyone has a spa, a choice of restaurants and vast, well appointed rooms?

Luxury hotel brands everywhere face the same issue – how to stand out when everyone has a spa, a choice of restaurants and vast, well appointed rooms?

2 Jul 2021 - 3:23PM
Opinion | Harley-Davidson LiveWire: can America’s most iconic motorcycle brand ignite Gen Z with its first electric bike?

The brand relies too much on tradition and sells too many models in too many countries – so who will buy a Harley-Davidson if all bikes go electric and none have that telltale noise and throb?

The brand relies too much on tradition and sells too many models in too many countries – so who will buy a Harley-Davidson if all bikes go electric and none have that telltale noise and throb?

24 Jun 2021 - 2:02PM
Opinion | Are these luxury brand collaborations truly disruptive, or a gimmick? Gucci teamed up with Disney and K-pop idol Kai, Dior worked with Nike, and Hermès with Apple …

Brand collabs are the defining fashion trend of the moment – just look at Gucci x Disney, Dior x Nike and Hermès x Apple – but how much lasting value are they really creating?

Brand collabs are the defining fashion trend of the moment – just look at Gucci x Disney, Dior x Nike and Hermès x Apple – but how much lasting value are they really creating?

17 Jun 2021 - 4:38PM
Opinion | Gucci and Louis Vuitton reach Gen Z through influencers and K-pop idols: young consumers aren’t the end of luxury ... if brands disrupt, experiment and create exciting content

The young are less anti-brand than anti-boredom: if brands show they share their concerns and are prepared to experiment and entertain, loyalty will follow

The young are less anti-brand than anti-boredom: if brands show they share their concerns and are prepared to experiment and entertain, loyalty will follow

10 Jun 2021 - 3:31PM
Opinion | Will China’s Hainan island kill the duty free industry? International shopping sprees are out now the tropical paradise lets domestic travellers leave with US$15,000 of tax free goods

China’s southerly holiday island aims to clean up in the luxury sector as the country’s Gen Z fly in to spend big, enjoying new regulations that let each local visitor stock up on up to US$15,000 of tax-free goods

China’s southerly holiday island aims to clean up in the luxury sector as the country’s Gen Z fly in to spend big, enjoying new regulations that let each local visitor stock up on up to US$15,000 of tax-free goods

3 Jun 2021 - 3:19PM
Opinion | Why are luxury iPhone accessories costlier than the Apple phone itself? Louis Vuitton, Hermès and Dior fans are willing to splurge – and Added Luxury Value is why

You’d think a Dior phone accessory costing almost twice as much as an iPhone would cause an uproar – but to luxury consumers, the price tag is well worth it

You’d think a Dior phone accessory costing almost twice as much as an iPhone would cause an uproar – but to luxury consumers, the price tag is well worth it

28 May 2021 - 10:44AM
Opinion | Are Hermès, Dior and Louis Vuitton goods too cheap? Luxury labels are losing billions of dollars by failing to include the brand story in the sticker price

Even big-name brands may be losing out on millions or even billions of dollars of potential revenue – for some brands that may cost them their very existence

Even big-name brands may be losing out on millions or even billions of dollars of potential revenue – for some brands that may cost them their very existence

21 May 2021 - 10:14AM
Opinion | Art Basel Hong Kong: how artists are being energised by luxury brands looking to captivate social-savvy Gen Z

Brands from Rolls-Royce to Hermès are finding inventive ways to work with artists and crossover into the art world – an immersive way to interact with culturally smart Gen Z

Brands from Rolls-Royce to Hermès are finding inventive ways to work with artists and crossover into the art world – an immersive way to interact with culturally smart Gen Z

7 Jul 2021 - 4:29PM
Opinion | Blackpink’s ‘Human Chanel’ Jennie vs Exo’s ‘Human Gucci’ Kai – what K-pop idols really mean to luxury brands in the battle for Gen Z’s heart

No stars are hotter right now than K-pop stars – and with luxury brand affinities formed young, signing the right idol up now will prove key in hooking Gen Z for decades to come

No stars are hotter right now than K-pop stars – and with luxury brand affinities formed young, signing the right idol up now will prove key in hooking Gen Z for decades to come

13 May 2021 - 2:39PM
Opinion | Why is Pfizer the ‘hot person vaccine’? Moderna, Johnson and Sinovac don’t impress the millennial TikTok crowd

Should you get the ‘hot person’ Pfizer shot or the Dolly Parton-funded Moderna? Of course it shouldn’t matter, but a glance at social media says otherwise – why?

Should you get the ‘hot person’ Pfizer shot or the Dolly Parton-funded Moderna? Of course it shouldn’t matter, but a glance at social media says otherwise – why?

10 May 2021 - 2:11PM
Opinion | Why K-pop’s BTS and Exo are working with Louis Vuitton and Gucci: luxury collabs between Hermès and Apple, and Dior and Nike, smartly target digitally native Gen Z

Boy bands BTS and Exo are working with Louis Vuitton and Gucci, while other out-the-box luxury brand collabs with Apple and Nike are also finding smarter ways to reach digitally native Gen Zers

Boy bands BTS and Exo are working with Louis Vuitton and Gucci, while other out-the-box luxury brand collabs with Apple and Nike are also finding smarter ways to reach digitally native Gen Zers

7 May 2021 - 12:42PM
Opinion | Auto Shanghai’s Tesla killers: EV launches from Nio, Xpeng and Geely threaten Elon Musk’s crown as AI, lidar and battery swapping tech puts China’s car brands ahead for Gen Z

Auto Shanghai showcased impressive, tech-savvy electric car launches from Chinese brands including Xpeng, Nio and Geely that could knock off Elon Musk’s crown quick

Auto Shanghai showcased impressive, tech-savvy electric car launches from Chinese brands including Xpeng, Nio and Geely that could knock off Elon Musk’s crown quick

22 Apr 2021 - 3:47PM
Opinion | Apple, Peloton and China’s Keep are disrupting fitness and apparel markets – and their platform model with continuous engagement threatens Nike, Adidas and Lululemon’s more transactional approach

Peloton, Apple and China’s Keep are examples of companies shaking up fitness and apparel markets with a platform model that promotes continuous engagement with customers – can apparel giants Nike and Adidas catch up?

Peloton, Apple and China’s Keep are examples of companies shaking up fitness and apparel markets with a platform model that promotes continuous engagement with customers – can apparel giants Nike and Adidas catch up?

16 Apr 2021 - 3:24PM
Opinion | Is an Apple Watch really better than a Swiss timepiece? Heritage watchmakers like Rolex, Audemars Piguet and Patek Philippe need to innovate quick – or risk extinction

The industry survived the Japanese-led quartz revolution of the 70s and 80s thanks almost entirely to Swatch – now the likes of Rolex and Audemars Piguet need to find a new champion or risk being rendered obsolete by the Apple and other smartwatches

The industry survived the Japanese-led quartz revolution of the 70s and 80s thanks almost entirely to Swatch – now the likes of Rolex and Audemars Piguet need to find a new champion or risk being rendered obsolete by the Apple and other smartwatches

12 Apr 2021 - 2:02PM
Opinion | I stayed in 50 hotels in 2019 and don’t remember any of them – why high-end restaurants and luxury resorts need to learn the art of storytelling to survive

LA’s Vespertine restaurant was so magical it led one Gen Z guest to call it ‘unforgettable’ – how many of the world’s top hotels and restaurants can say the same?

LA’s Vespertine restaurant was so magical it led one Gen Z guest to call it ‘unforgettable’ – how many of the world’s top hotels and restaurants can say the same?

2 Apr 2021 - 12:00PM
Opinion | Beeple’s US$69 million NFT art sale: what brands can learn about pricing luxury goods beyond all expectations from this once-in-a-lifetime Christie’s auction

Christie’s just sold a digital artwork for an incredible US$69 million after an initial listing of just US$1,000 – but was it all a stunt?

Christie’s just sold a digital artwork for an incredible US$69 million after an initial listing of just US$1,000 – but was it all a stunt?

25 Mar 2021 - 4:28PM
Opinion | Will Gen Z forget most luxury hotels and fine-dining restaurants by 2030? Covid-19 made 2020 a struggle for brands, but those that didn’t rise to the challenge might see even more problems later

Luxury hospitality has largely not impressed during the pandemic and now faces a difficult recovery – unless it can successfully connect with Gen Z and take advantage of current health and wellness trends

Luxury hospitality has largely not impressed during the pandemic and now faces a difficult recovery – unless it can successfully connect with Gen Z and take advantage of current health and wellness trends

18 Mar 2021 - 10:00AM