Latest / The Future of Luxury Podcast with Dr Daniel Langer
The Most Expensive Misconception in Luxury
A new episode of The Future of Luxury examines why price never made a brand desirable, and what does.
Ask most managers in the industry what makes a brand a luxury brand, and somewhere in the answer, price will appear. Expensive, exclusive, elevated. The logic feels intuitive, and it has guided pricing decisions across the category for a decade: raise the price, elevate the brand.
The new episode of The Future of Luxury takes that logic apart. Daniel Langer recorded this episode during strategy meetings on the Équité Luxury Report 2026 to 2030, The Cost of Waiting, which has generated…
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