Luxury is in the middle of a reset.
Around the world, many brands face slowing growth and the challenge of more demanding clients. Yet within this turbulence lies a clear opportunity.
Two forces are converging that will define the next chapter of luxury: the rise of the self-made ultra-wealthy and the expectation that luxury delivers extraordinary experiences, not simply products.
Individual connections
Today, around 90 percent of ultra-high-net-worth individuals are self-made. They are entrepreneurs, investors, creators and visionaries who earned their fortunes rather than inherited them.
This fact alone has transformed how luxury is perceived. For these clients, money is personal. They treat their wealth with care and intention. When they spend, they expect value that goes far beyond the transactional.
In my evaluations of luxury experiences across markets, from Europe to Asia, from the Americas to the Gulf, I see the same pattern repeating. Too many brands rely on their name to carry them.
They invest in architecture, merchandising and marketing campaigns, but they fail to deliver at the moment that matters most: the human interaction. Affluent clients quickly notice when a brand lacks empathy or personalization. They do not forgive mediocrity.
Experiences are where luxury now lives. A handbag or a watch is only desirable when it comes wrapped in meaning, when the story behind it resonates and when the service around it makes the client feel seen. The most affluent are no longer impressed by names or items. They want to be inspired, delighted and emotionally moved. They measure luxury not by what they buy, but by how it makes them feel.
This shift explains why cultural touchpoints matter so much. Clients want luxury brands to be part of the experiences that enrich their lives. They seek activations linked to art, music, gastronomy or travel that extend beyond the walls of a boutique. They want dinners that create conversations, exhibitions that connect with identity and journeys that feel unforgettable.
A product without context risks becoming irrelevant.
Global connections
The challenge for luxury managers is that these expectations are global. Whether in New York, Paris, Dubai or Shanghai, the new affluent client benchmarks every interaction against the best they have encountered anywhere in the world. An underwhelming experience in one location damages the brand everywhere.
Consistency, excellence and empathy must become the standard across markets.
Service therefore becomes the ultimate differentiator. In too many luxury encounters, I observe scripted interactions that destroy the value creation. What is missing is a sense of genuine listening and genuine client care.
Clients want to feel that a brand understands them, that the interaction adapts to their needs and that the person across from them is capable of creating a moment of inspiration.
Transformation training focusing on the psychology behind luxury purchases is therefore critical. Without it, even the strongest brand equity erodes faster than ever.
Luxury managers must also rethink storytelling. Heritage alone is not enough; it often even becomes a burden.
Today’s self-made clients are looking for in-the-moment relevance. They want to know why a brand matters right now, how it contributes to culture and what values it stands for.
Storytelling must be more than polished phrases. It must feel real, honest and connected to the client’s world. That explains why Labubus create craze, while other items collect dust on shelves.
The combination of experience and the new ultra-wealthy client is both a challenge and an opportunity. It forces luxury brands to leave behind complacency and rediscover what makes them extraordinary. It pushes them to escape the comfort of transactional sales and instead craft journeys that inspire emotion.
Those who rise to this challenge will secure loyalty in a time when loyalty feels fragile.
Luxury is recalibrating. Clients are asking for more meaning, more connection and more humanity. Brands that deliver will thrive in this new era. Brands that cling to the old playbook will risk becoming irrelevant, regardless of their history or prestige.
The lesson is clear: Every luxury manager must ask, “Are our experiences extraordinary enough to inspire? Do our teams listen and adapt with empathy? Are we telling stories that resonate with the mindset of the self-made global client?”
These are the questions that decide the future of luxury. Are you ready?
Luxury Unfiltered is a weekly column by Daniel Langer. He is the CEO of Équité, a global luxury strategy and creative brand activation firm, where he is the advisor to some of the most iconic luxury brands. He is recognized as a global top-five luxury key opinion leader. He serves as the executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at New York University, New York. Dr. Langer has authored best-selling books on luxury management in English and Chinese and is a respected global keynote speaker.
Dr. Langer conducts masterclass management training on various luxury topics around the world. As a luxury expert featured on Bloomberg TV, Financial Times, The New York Times, Forbes, The Economist and others, Mr. Langer holds an MBA and a Ph.D. in luxury management and has received education from Harvard Business School. Follow him on LinkedIn and Instagram, and listen to his Future of Luxury Podcast.
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″,”iv”:”31f64ebad302278d39dc764a35fc6f28″,”s”:”cb4d0d540d987ffb”}