People queue on the reopening day in front of French luxury fashion brand Louis Vuitton as Switzerland eases the lockdown measures in Zurich, May, 2020. Photo: Reuters People queue on the reopening day in front of French luxury fashion brand Louis Vuitton as Switzerland eases the lockdown measures in Zurich, May, 2020. Photo: Reuters
People queue on the reopening day in front of French luxury fashion brand Louis Vuitton as Switzerland eases the lockdown measures in Zurich, May, 2020. Photo: Reuters
Daniel Langer
Opinion

Opinion

Daniel Langer

From Hermès to Rolls-Royce, luxury brands are selling escapism to lead us – and the global economy – out of the Covid-19 pandemic

High-end retail typically rebounds dramatically faster in times of crisis, and as the world opens up and embraces a new normal, from demand for private planes to island escapes, luxury leaders have a key role to play in kick-starting the global economy

People queue on the reopening day in front of French luxury fashion brand Louis Vuitton as Switzerland eases the lockdown measures in Zurich, May, 2020. Photo: Reuters People queue on the reopening day in front of French luxury fashion brand Louis Vuitton as Switzerland eases the lockdown measures in Zurich, May, 2020. Photo: Reuters
People queue on the reopening day in front of French luxury fashion brand Louis Vuitton as Switzerland eases the lockdown measures in Zurich, May, 2020. Photo: Reuters
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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