Luxury Insights: An Interview with Prof. Dr. Daniel Langer

As the CEO of Équité and a Executive Professor of Luxury Strategy at Pepperdine University and a Professor at NYU, Prof. Dr. Daniel Langer is a leading voice in the world of luxury brand management. His recent article in Jing Daily about the critical importance of “the little things” in luxury has sparked significant discussion in the industry. We sat down with Prof. Langer to look deeper into his insights and explore the nuances of creating exceptional luxury experiences.

Question: Your recent Jing Daily article emphasized the importance of “little things” in luxury. Can you elaborate on why these small details are so crucial?

Prof. Dr. Daniel Langer: The essence of luxury lies in the details. As I often say, the smallest gestures leave the most lasting impressions. This is much more a catchy phrase. It’s a fundamental truth in luxury experiences. When catering to High-Net-Worth Individuals (HNWIs) and Ultra-High-Net-Worth Individuals (UHNWIs), every interaction matters. These clients are buying more than products. Fundamentally, they are investing in experiences and emotions. The little things - a thoughtful gesture, a personalized touch, or simply being genuinely attentive - can make the difference between a transaction and a long-lasting relationship.

Question: You mentioned a striking anecdote about a UHNWI’s experience at a Richard Mille boutique. How common are such experiences, and what can brands learn from this?

Prof. Dr. Daniel Langer: Unfortunately, such experiences are more common than they should be. The Richard Mille case is a perfect example of how the perception of arrogance and dismissiveness, whether intended by the sales person or not, can cost a brand not just a sale, but a loyal customer and brand advocate. Luxury brands must understand that UHNWIs have choices. When they feel undervalued or disrespected, they won’t hesitate to take their business elsewhere. More importantly, they become vocal critics. In this case, the potential client not only switched to a competitor but also publicly expressed his disdain for the brand. The lesson here is clear: every interaction is an opportunity to build or break a relationship. Brands must train their staff to treat every client with respect, empathy, and attentiveness, regardless of appearances or preconceptions.

Question: You have often emphasized the importance of listening with intent. How can luxury brands cultivate this skill in their staff?

Prof. Dr. Daniel Langer: Listening with intent is an art that goes beyond simply hearing words. It involves understanding the client’s underlying needs, desires, and emotions. Luxury brands need to invest in comprehensive training programs that focus on emotional intelligence and active listening skills. This means teaching staff to pick up on subtle cues, ask insightful questions, and truly engage with the client’s perspective. It’s about moving away from a transactional mindset to one of relationship-building. When a client feels genuinely understood, it creates a powerful emotional connection that fosters long-term loyalty.

Question: In your masterclasses, you often discuss the concept of emotional intelligence in luxury. How critical is this in creating exceptional customer experiences?

Prof. Dr. Daniel Langer: Emotional intelligence is absolutely crucial in luxury. It’s the cornerstone of creating meaningful connections with clients. In the luxury sector, it’s all about creating experiences and fulfilling deep-seated desires. This requires a high level of empathy and the ability to read and respond to emotional cues. Staff with high emotional intelligence can anticipate needs, diffuse tense situations, and create moments of delight that resonate with clients on a personal level. It’s about understanding that each client is unique and tailoring the experience accordingly. Without emotional intelligence, luxury service becomes mechanical and loses its essence.

Question: You have mentioned the phrase “value for money” in the context of luxury. This seems paradoxical. Can you explain how this applies to UHNWIs?

Prof. Dr. Daniel Langer: It might seem counterintuitive, but the concept of value for money is very relevant in luxury, even for UHNWIs. However, it’s important to understand that ‘value’ in this context isn’t about price. It’s about the overall experience and quality received. UHNWIs expect exceptional quality and service that matches the significant premium they pay. When they invest in a luxury item or experience they buy into a promise of excellence. If a brand fails to deliver on this promise - be it through poor quality, subpar service, or a lack of attention to detail - it disrupts this value equation. UHNWIs are often astute business people; they understand value, and they expect brands to consistently deliver it at the highest level. Sadly, many brands deliver “luxury in ambition only.”

Question: How important is problem-solving in luxury customer service, and what approach do you recommend?

Prof. Dr. Daniel Langer: Problem-solving is absolutely critical in luxury customer service. The approach should always be proactive, solution-oriented, and empathetic. Phrases like “We can’t do anything” should be completely eliminated from luxury service vocabulary. When issues arise, it’s an opportunity for the brand to demonstrate its commitment to excellence. Staff should be empowered to take ownership of problems and find creative solutions. This might mean going above and beyond standard procedures. The goal should always be to turn a potentially negative experience into a positive one that reinforces the client’s trust in the brand. Remember, how a brand handles problems often leaves a more lasting impression than when everything goes smoothly.

Question: You have spoken about the critical importance of transformational training in luxury. Can you elaborate on this and explain why it’s so crucial?

Prof. Dr. Daniel Langer: Transformational training is absolutely vital in the luxury sector. It’s not enough to simply teach staff about products or basic customer service skills. We need to fundamentally change mindsets and behaviors. Transformational training goes beyond surface-level knowledge. My masterclasses are about instilling a deep understanding of luxury values, emotional intelligence, and the art of creating exceptional experiences. This type of training helps staff internalize the brand’s ethos and empowers them to make decisions that align with luxury standards. It’s about creating brand ambassadors who can think on their feet, anticipate client needs, and consistently deliver experiences that exceed expectations. In a world where luxury is increasingly about personalization and emotional connection, having a workforce that has undergone transformational training provides a significant competitive advantage.

Question: Looking ahead, what do you see as the biggest challenge for luxury brands in maintaining these high standards of customer experience?

Prof. Dr. Daniel Langer: The biggest challenge I foresee is maintaining consistency and authenticity in an increasingly digital and global marketplace. As luxury brands expand their reach and adopt new technologies, there’s a risk of losing the personal touch that defines true luxury. The challenge will be to leverage technology and data to enhance, rather than replace, human interactions. Brands will need to find ways to translate their exceptional in-store experiences to digital platforms, while still maintaining the exclusivity and personalization that luxury clients expect. Additionally, as new markets emerge, brands will need to adapt their approach while staying true to their core values. This requires a delicate balance of global standards and local sensitivities. Ultimately, the brands that succeed will be those that can consistently deliver emotionally resonant, highly personalized experiences across all touchpoints, whether physical or digital.