FILE PHOTO: Designer Virgil Abloh is seen before his Fall/Winter 2020 collection show for fashion house Louis Vuitton during Men’s Fashion Week in Paris, France, January 16, 2020. REUTERS/Charles Platiau/File Photo FILE PHOTO: Designer Virgil Abloh is seen before his Fall/Winter 2020 collection show for fashion house Louis Vuitton during Men’s Fashion Week in Paris, France, January 16, 2020. REUTERS/Charles Platiau/File Photo
FILE PHOTO: Designer Virgil Abloh is seen before his Fall/Winter 2020 collection show for fashion house Louis Vuitton during Men’s Fashion Week in Paris, France, January 16, 2020. REUTERS/Charles Platiau/File Photo
Daniel Langer
Opinion

Opinion

Daniel Langer

What Mercedes can learn from Louis Vuitton about storytelling: luxury brands need to connect heritage to millennials’ sense of now

  • A Gen Zer in the market for luxury doesn’t much care if your brand has been around for hundreds of years, it’s the story that counts
  • Fashion houses like Louis Vuitton and Gucci – that have regularly updated a consistent brand story for decades – are great role models

FILE PHOTO: Designer Virgil Abloh is seen before his Fall/Winter 2020 collection show for fashion house Louis Vuitton during Men’s Fashion Week in Paris, France, January 16, 2020. REUTERS/Charles Platiau/File Photo FILE PHOTO: Designer Virgil Abloh is seen before his Fall/Winter 2020 collection show for fashion house Louis Vuitton during Men’s Fashion Week in Paris, France, January 16, 2020. REUTERS/Charles Platiau/File Photo
FILE PHOTO: Designer Virgil Abloh is seen before his Fall/Winter 2020 collection show for fashion house Louis Vuitton during Men’s Fashion Week in Paris, France, January 16, 2020. REUTERS/Charles Platiau/File Photo
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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