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 | Luxury vs electric cars: BMW, Mercedes and Audi can’t keep up with Tesla or Nio – so how can they reinvent their brands for millennial drivers?

BMW, Mercedes and Audi are losing ground to Tesla and other new car brands – so how can they remain competitive today? It’s all about defining who they are

8 Jan 2021 - 4:00PM

BMW, Mercedes and Audi are losing ground to Tesla and other new car brands – so how can they remain competitive today? It’s all about defining who they are

Luxury vs electric cars: BMW, Mercedes and Audi can’t keep up with Tesla or Nio – so how can they reinvent their brands for millennial drivers?
Opinion | When your name becomes the ultimate luxury – why brands should learn to be less transactional and make a more personal connection with customers

When your name becomes the ultimate luxury – why brands should learn to be less transactional and make a personal connection with customers

18 Dec 2020 - 6:04PM

When your name becomes the ultimate luxury – why brands should learn to be less transactional and make a personal connection with customers

When your name becomes the ultimate luxury – why brands should learn to be less transactional and make a more personal connection with customers
Opinion | The one pricing mistake luxury services make? Misunderstanding the concept of ‘added luxury value’ and how it affects what a customer will pay, even for premium services

Luxury brands providing a service need to be acutely aware of their added luxury value proposition – or risk losing wealthy customers by missing the point

4 Dec 2020 - 3:25PM

Luxury brands providing a service need to be acutely aware of their added luxury value proposition – or risk losing wealthy customers by missing the point

The one pricing mistake luxury services make? Misunderstanding the concept of ‘added luxury value’ and how it affects what a customer will pay, even for premium services
Opinion | The Boeing 737 MAX is allowed to fly again, but can the aviation brand ever regain its once-untouchable luxury image – and its customers’ trust?

The two deadly 737 MAX crashes – and the way the crisis was handled – has left the US brand’s reputation in tatters, can it survive?

26 Nov 2020 - 1:13PM

The two deadly 737 MAX crashes – and the way the crisis was handled – has left the US brand’s reputation in tatters, can it survive?

The Boeing 737 MAX is allowed to fly again, but can the aviation brand ever regain its once-untouchable luxury image – and its customers’ trust?
Fake Louis Vuitton bags to imitation Hermès Birkins: how counterfeits are still destroying luxury brand reputations in the e-commerce age

In a world where customers risk walking out of a genuine brand store with a fake thanks to the latest scam, LVMH and others need to find a new way to protect themselves

20 Nov 2020 - 8:29AM

In a world where customers risk walking out of a genuine brand store with a fake thanks to the latest scam, LVMH and others need to find a new way to protect themselves

Fake Louis Vuitton bags to imitation Hermès Birkins: how counterfeits are still destroying luxury brand reputations in the e-commerce age
Opinion | Luxury brands need to rethink delivery in the digital age, because whether you’re buying an Hermès handbag or designer furniture, the ‘last mile’ matters

Bad packaging, rude customer service and a lack of personal touch can ruin the online shopping experience – it’s time for luxury brands to change

11 Nov 2020 - 1:27PM

Bad packaging, rude customer service and a lack of personal touch can ruin the online shopping experience – it’s time for luxury brands to change

Luxury brands need to rethink delivery in the digital age, because whether you’re buying an Hermès handbag or designer furniture, the ‘last mile’ matters
Opinion | Is Kim Kardashian’s private island birthday the new normal of luxury travel? Covid-19 means the super-rich are turning to private jets and experiences for safety

Is Kim Kardashian’s private island birthday the new normal of luxury travel? Covid-19 means the super-rich are turning to private jets and experiences for safety, security, and the height of exclusivity

7 Nov 2020 - 2:00PM

Is Kim Kardashian’s private island birthday the new normal of luxury travel? Covid-19 means the super-rich are turning to private jets and experiences for safety, security, and the height of exclusivity

Is Kim Kardashian’s private island birthday the new normal of luxury travel? Covid-19 means the super-rich are turning to private jets and experiences for safety
Opinion | Alcohol is out of fashion, and mocktails are having a moment – here’s why going booze-free is a luxury for millennials and Gen Z

No drowsiness, no sugar spike, no guilt: Will virgin piña coladas and mock cosmopolitans replace real cocktails in a post-pandemic world?

29 Oct 2020 - 8:00AM

No drowsiness, no sugar spike, no guilt: Will virgin piña coladas and mock cosmopolitans replace real cocktails in a post-pandemic world?

Alcohol is out of fashion, and mocktails are having a moment  – here’s why going booze-free is a luxury for millennials and Gen Z
Opinion | Is glamour dead? Never – post-pandemic power dressing is inevitable, and luxury brands need to make us dream again

Luxury is what everyone wants after long months spent at home in sweatpants, whether on Zoom or IRL – and brands should seize the chance to make us dream again

17 Oct 2020 - 3:51PM

Luxury is what everyone wants after long months spent at home in sweatpants, whether on Zoom or IRL – and brands should seize the chance to make us dream again

Is glamour dead? Never – post-pandemic power dressing is inevitable, and luxury brands need to make us dream again
Opinion | Ralph Lauren, Burberry, Hugo Boss, Yamamoto and other luxury fashion brands have traditionally depended on third-party retailers – here’s why they should be focusing on digital

Go digital or go home – luxury fashion brands should ditch third-party retailers and go digital, but most of them just don’t have the chops

6 Oct 2020 - 12:58PM

Go digital or go home – luxury fashion brands should ditch third-party retailers and go digital, but most of them just don’t have the chops

Ralph Lauren, Burberry, Hugo Boss, Yamamoto and other luxury fashion brands have traditionally depended on third-party retailers – here’s why they should be focusing on digital
Opinion | Tesla’s Model S Plaid and California’s ban on gasoline-powered cars spells the end for luxury motor brands – unless they act fast

Tesla’s new Model S Plaid and California’s upcoming ban on the sale of new combustion engines are calls for traditional luxury car brands to radically shift their strategies

29 Sep 2020 - 12:25PM

Tesla’s new Model S Plaid and California’s upcoming ban on the sale of new combustion engines are calls for traditional luxury car brands to radically shift their strategies

Tesla’s Model S Plaid and California’s ban on gasoline-powered cars spells the end for luxury motor brands – unless they act fast
Opinion | Louis Vuitton’s controversial US$1,000 face shield makes fighting Covid-19 fashionable – by transforming a necessity into a luxury item

LV’s controversial new face shield adds an element of luxury to fighting Covid-19 – and what’s more, it reveals the key to transforming a necessity into a luxury item

22 Sep 2020 - 2:07PM

LV’s controversial new face shield adds an element of luxury to fighting Covid-19 – and what’s more, it reveals the key to transforming a necessity into a luxury item

Louis Vuitton’s controversial US$1,000 face shield makes fighting Covid-19 fashionable – by transforming a necessity into a luxury item
Opinion | Is LVMH’s Tiffany & Co. purchase still going ahead? Luxury group behind Louis Vuitton, Dior and Fendi broke off the engagement – but was it all a negotiating tactic for a better price?

The Parisian luxury group behind Louis Vuitton, Dior and Fendi broke off their engagement with the New York jeweller – but was it all a negotiating tactic for a better price?

15 Sep 2020 - 6:38PM

The Parisian luxury group behind Louis Vuitton, Dior and Fendi broke off their engagement with the New York jeweller – but was it all a negotiating tactic for a better price?

Is LVMH’s Tiffany & Co. purchase still going ahead? Luxury group behind Louis Vuitton, Dior and Fendi broke off the engagement – but was it all a negotiating tactic for a better price?
Opinion | At US$2 million-plus, these Aston Martin, Bentley and McLaren supercars are too cheap – Bugatti charged US$19 million for La Voiture Noire by understanding the true value of luxury

Bugatti charged US$19 million for La Voiture Noire – and Aston Martin, Bentley and McLaren could surely charge a lot more by understanding their own hype

8 Sep 2020 - 7:00PM

Bugatti charged US$19 million for La Voiture Noire – and Aston Martin, Bentley and McLaren could surely charge a lot more by understanding their own hype

At US$2 million-plus, these Aston Martin, Bentley and McLaren supercars are too cheap – Bugatti charged US$19 million for La Voiture Noire by understanding the true value of luxury
Opinion | From Hermès to Rolls-Royce, luxury brands are selling escapism to lead us – and the global economy – out of the Covid-19 pandemic

From Hermès to Rolls-Royce, luxury brands are selling escapism to take us – and the global economy – out of the pandemic

1 Sep 2020 - 3:33PM

From Hermès to Rolls-Royce, luxury brands are selling escapism to take us – and the global economy – out of the pandemic

From Hermès to Rolls-Royce, luxury brands are selling escapism to lead us – and the global economy – out of the Covid-19 pandemic
Opinion | Are small handbags another victim of Covid-19? Bottega Veneta and Louis Vuitton offer larger more practical bags – while Gucci opts for the absurd inspired by a cookie tin

As walking looks like a safer way to get around, Bottega Veneta and Louis Vuitton champion larger, more practical bags – while Gucci opts for the absurd inspired by a cookie tin

25 Aug 2020 - 1:00PM

As walking looks like a safer way to get around, Bottega Veneta and Louis Vuitton champion larger, more practical bags – while Gucci opts for the absurd inspired by a cookie tin

Are small handbags another victim of Covid-19? Bottega Veneta and Louis Vuitton offer larger more practical bags – while Gucci opts for the absurd inspired by a cookie tin
Opinion | Will Instagram’s Reels kill TikTok? And will Mark Zuckerberg’s copycat function be integrated into Facebook and WhatsApp next, just like IG Stories?

And will Mark Zuckerberg’s new copycat function be integrated into Facebook and WhatsApp next? IG Stories was …

18 Aug 2020 - 2:00PM

And will Mark Zuckerberg’s new copycat function be integrated into Facebook and WhatsApp next? IG Stories was …

Will Instagram’s Reels kill TikTok? And will Mark Zuckerberg’s copycat function be integrated into Facebook and WhatsApp next, just like IG Stories?
Opinion | New York to London in 2 hours? Supersonic planes will change travel forever – but after the US president gets a hypersonic Air Force One, who else can afford it?

Virgin Galactic are working on supersonic planes that will travel at 3 times the speed of sound – but will they be for the super-rich only?

11 Aug 2020 - 3:24PM

Virgin Galactic are working on supersonic planes that will travel at 3 times the speed of sound – but will they be for the super-rich only?

New York to London in 2 hours? Supersonic planes will change travel forever – but after the US president gets a hypersonic Air Force One, who else can afford it?
Opinion | Coronavirus battered Boeing and crippled the aviation industry – but demand for Gulfstream private jets is soaring as safety becomes the ultimate luxury

2020 has been a disaster for the vast majority of the aviation industry because of the coronavirus pandemic, but interest in private planes, where the wealthy can escape the general public as they fly, has surged

4 Aug 2020 - 1:00PM

2020 has been a disaster for the vast majority of the aviation industry because of the coronavirus pandemic, but interest in private planes, where the wealthy can escape the general public as they fly, has surged

Coronavirus battered Boeing and crippled the aviation industry – but demand for Gulfstream private jets is soaring as safety becomes the ultimate luxury
Opinion | Gucci banned fur and put men in lipstick – now the gender-fluid, sustainable MX Project sets new standards for Gen Z-friendly luxury fashion

First it banned fur and put men in lipstick – now Gucci’s new genderless collection leads the way forward by disrupting norms and embracing change

28 Jul 2020 - 1:01PM

First it banned fur and put men in lipstick – now Gucci’s new genderless collection leads the way forward by disrupting norms and embracing change

Gucci banned fur and put men in lipstick – now the gender-fluid, sustainable MX Project sets new standards for Gen Z-friendly luxury fashion
Opinion | Dior x Nike Air Jordan 1 sneakers, loved by Kylie Jenner and re-selling for US$20,000 already, are the world’s smartest investment – thanks to millennial FOMO

Selling for upwards of US$20,000 on resale sites, the landmark Christian Dior and Nike sneaker collab cynically exploits millennial and Gen Z FOMO

21 Jul 2020 - 3:41PM

Selling for upwards of US$20,000 on resale sites, the landmark Christian Dior and Nike sneaker collab cynically exploits millennial and Gen Z FOMO

Dior x Nike Air Jordan 1 sneakers, loved by Kylie Jenner and re-selling for US$20,000 already, are the world’s smartest investment – thanks to millennial FOMO
Opinion | Tesla’s S3XY shorts prove Elon Musk’s storytelling genius – sold out in minutes, the sexy satirical sportswear is a luxury marketing masterclass from Kanye West’s bestie

The sexy satirical sportswear – which sold out in minutes and crashed Tesla’s website –were a luxury marketing masterclass

17 Jul 2020 - 4:23PM

The sexy satirical sportswear – which sold out in minutes and crashed Tesla’s website –were a luxury marketing masterclass

Tesla’s S3XY shorts prove Elon Musk’s storytelling genius – sold out in minutes, the sexy satirical sportswear is a luxury marketing masterclass from Kanye West’s bestie
Opinion | Owning a Patek Philippe watch, Chanel dress or Bentley car can change the way people see you – why is that?

Luxury makes people seem more attractive and smarter, according to one professor – successful brands know how to build on the perception of ‘extreme value’

7 Jul 2020 - 12:37PM

Luxury makes people seem more attractive and smarter, according to one professor – successful brands know how to build on the perception of ‘extreme value’

Owning a Patek Philippe watch, Chanel dress or Bentley car can change the way people see you – why is that?
Opinion | Gold OVO x Air Jordan cost US$2 million: so why are men’s luxury sneakers more colourful – and more expensive – than women’s?

Gold OVO x Air Jordan cost US$2 million – and like women’s handbags, the cost of men’s sneakers lies in the value those shoes create

30 Jun 2020 - 1:00PM

Gold OVO x Air Jordan cost US$2 million – and like women’s handbags, the cost of men’s sneakers lies in the value those shoes create

Gold OVO x Air Jordan cost US$2 million: so why are men’s luxury sneakers more colourful – and more expensive – than women’s?
Opinion | Why are watches from Patek Philippe and Rolex snapped up immediately? It’s all about creating desirability – and making them harder to get

With objects of desire, limiting production and distribution when demand is high can be the right strategy

24 Jun 2020 - 6:49PM

With objects of desire, limiting production and distribution when demand is high can be the right strategy

Why are watches from Patek Philippe and Rolex snapped up immediately? It’s all about creating desirability – and making them harder to get
Opinion | Can you afford cosmetic surgery? Once a luxury, facelifts, liposuction and breast augmentation is now the norm – but what sets an exclusive service apart?

Cosmetic surgery, once the purview of the rich and famous, is an increasingly affordable option for the rest of us, but there are still exclusive luxury options for the privileged few

16 Jun 2020 - 6:00PM

Cosmetic surgery, once the purview of the rich and famous, is an increasingly affordable option for the rest of us, but there are still exclusive luxury options for the privileged few

Can you afford cosmetic surgery? Once a luxury, facelifts, liposuction and breast augmentation is now the norm – but what sets an exclusive service apart?
Opinion | Why art galleries won’t survive after coronavirus – unless they adapt to create value for artists through digital channels

Art galleries won’t survive after coronavirus – because they’re arrogant, overpriced and have failed to adapt – unless they change fast, writes STYLE’s luxury expert Daniel Langer

30 Jun 2020 - 10:31AM

Art galleries won’t survive after coronavirus – because they’re arrogant, overpriced and have failed to adapt – unless they change fast, writes STYLE’s luxury expert Daniel Langer

Why art galleries won’t survive after coronavirus – unless they adapt to create value for artists through digital channels
Opinion | Why the US$6 million Bugatti Divo is too cheap – and what we can learn from it for luxury pricing

Count the value not the cost is the principle to follow when it comes to luxury brands and it could be only a matter of time before a US$30 million car is on the market

17 Jul 2020 - 6:28PM

Count the value not the cost is the principle to follow when it comes to luxury brands and it could be only a matter of time before a US$30 million car is on the market

Why the US$6 million Bugatti Divo is too cheap – and what we can learn from it for luxury pricing
Opinion | Why mocktails often cost more than cocktails – and why millennials and Gen Z don’t mind paying more for drinks without booze

Many of these drinks provide a spice-induced energy kick instead of the numbing tiredness – these non-alcoholic ‘spirits’ have become the new luxury tipple of choice for health-smart millennials

17 Jul 2020 - 6:25PM

Many of these drinks provide a spice-induced energy kick instead of the numbing tiredness – these non-alcoholic ‘spirits’ have become the new luxury tipple of choice for health-smart millennials

Why mocktails often cost more than cocktails – and why millennials and Gen Z don’t mind paying more for drinks without booze
Opinion | Sneakers and ice cream: How streetwear became a luxury – and why fashion brands need to know how to create value

Luxury is never about the cost – it is about manufacturing desire at such an extreme level that brands can name their price

19 May 2020 - 3:00PM

Luxury is never about the cost – it is about manufacturing desire at such an extreme level that brands can name their price

Sneakers and ice cream: How streetwear became a luxury – and why fashion brands need to know how to create value