The luxury industry stands at a pivotal moment.
Beneath the polished surface of curated campaigns and high-profile activations lies a deeper unease. It has started to manifest in boardrooms, earnings reports and client sentiment alike.
Over the past few weeks, a wave of leadership exits and appointments has swept across the sector.
Shifts in leadership
Gianfranco D’Attis departed from Prada, and Renault CEO Luca de Meo was recently appointed to lead Kering.
These changes are not isolated, as the revolving door of creative directors has never moved so fast. They are signals of a much larger reckoning and a much deeper crisis within some luxury groups and brands, which is also reflected in declining sales and plummeting profits.
Luxury is in a moment of truth. Brands that once seemed untouchable are losing ground.
Trust is eroding. Client loyalty, already fragile, is harder than ever to win back.
Many of the traditional strategies that built global empires are no longer effective. What is required now is rare.
Leaders must combine strategic precision with tactical execution. They must understand that storytelling is not a marketing function.
It is the brand. The best leaders act decisively and inspire emotionally.
In past publications, I have written about Gucci’s journey. Once one of the most powerful engines of desire, the brand entered a period of sharply declining impact and allure.
The brand story became unclear and confusing. A disconnect formed between the brand’s identity and client expectations.
The response was a creative reshuffle and a rebranding effort. But the deeper issue was not creative.
It was strategic and one of the reasons that Kering appointed de Meo.
Central strategy
Luxury today demands clarity.
Not in slogans or taglines, but in the very essence of what a brand stands for. It must show up consistently across every touchpoint and speak directly to the evolving expectations of clients.
In Gucci’s case, the gap was not only aesthetic. It was a breakdown in narrative coherence, emotional relevance and the ability to connect strategy to execution across markets and moments of truth.
What was missing was leadership grounded in brand truth. This is the most urgent challenge for the industry.
There is not just a scarcity of top talent; there is often a misalignment between leadership decisions and the brand’s DNA.
Too frequently, new leaders turn to best practices borrowed from outside industries. These approaches may offer operational gains but often strip away the uniqueness that luxury requires.
Luxury cannot be managed by an algorithm. It must be led with instinct, cultural awareness and emotional intelligence.
The appointment of Luca de Meo suggests a need for transformation at Kering. But success will depend on strategic restraint, not disruption alone.
The most successful luxury brands grow while remaining true to themselves. They understand that relevance is not about chasing trends.
It is about deepening emotional connection.
The client is not a number. The client is the measure of meaning.
Clients at the center
As we look ahead, the key question is not whether the right executives are in place.
The deeper question is whether their brands still resonate. Is the story emotionally compelling?
Are clients at the center of every decision, or are they being overlooked?
Too many brands are led by individuals who may be operationally strong but disconnected from the essence of the brand. When this happens, the experience feels generic.
Desire fades. Loyalty disappears.
I can see again and again in my luxury masterclasses how the hidden drivers of luxury value are often overlooked within organizations. The result: millions of lost revenues and profits that brands could generate.
Now is the time for luxury brands to conduct a strategic assessment. Not just of people, but of purpose.
Do they have the right leadership to elevate the brand’s essence? Are they bold and inspiring enough?
Is every client interaction grounded in the story that makes the brand meaningful?
Because in luxury, the brand must always lead. If leadership fails to reflect the brand’s values, no product launch, digital tool or expansion strategy will compensate.
The greatest risk is not in taking bold action. It is becoming irrelevant.
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”:”4b7448ccb153358c56c4ff58e6f648e1″,”s”:”c7ec7d9586fb5511″}
