You do NOT have to be trendy to compete in the digital world.
Image Credit: ID Content Production
Wait, what?
It sounds like heresy in a digital ecosystem that moves at the speed of a TikTok scroll. But we have reached a fever pitch where the pursuit of the "now" is eroding the "forever."
Many luxury and heritage brands are currently suffering from Brand Dysmorphia. In a desperate bid to woo Gen Z (of which I am one) and Gen Alpha, they are trading their provenance — the cherished history and origin that justifies their price point — for short-term social proof. They are chasing Skibidi, “very demure”, T-Swift “eras” (no offence to TS), and fleeting aesthetics while sacrificing the very thing that made them aspirational: Timelessness.
We can’t forget: Trends are merely one form of social proof. They are the loudest, sure, but often the shallowest.
Yes, a Dior silhouette in 2026 is not the same as it was in 1947. Adaptation is a biological necessity. However, while fashions change, style — the brand’s aesthetic soul — must remain an immovable anchor.
When a brand lacks a consistent visual and philosophical "north star," it creates cognitive dissonance for the consumer. If your audience cannot identify your brand without looking at the logo, you have lost your brand equity — that intangible value built over decades, now dissolved in a single quarterly campaign.
So how do you remain competitive in an attention economy that worships the ephemeral?
You lean into alternative forms of social proof.
If you are a heritage or luxury house, prioritise these pillars over short-lifetime trends:
Visual Ubiquity vs. Viral Intensity: The Mere Exposure Effect in psychology (Zajonc, 1968), tells us that people develop a preference for things merely because they are familiar with them. Therefore, consistency in your visuals (online and in-person) creates a sense of presence that a builds desirability.
Material Integrity (or The Quality Signal): In an era of planned obsolescence, extreme quality is a radical differentiator. When a product lasts decades, every wear becomes a silent, high-fidelity testimonial that outlasts any 15-second clip.
Side note: 1. Superior quality fuels Word of Mouth (WOM) — the most vital channel for high-culture brands. 2. In a saturated digital age, "in-person chatter" becomes the ultimate form of exclusive data. 3. Exclusivity in marketing creates a perceived exclusivity of the brand itself. 4. This perceived exclusivity directly yields the high-level desirability required to sustain a heritage price point.
Narrative Continuity: Luxury is a story we tell ourselves. When you maintain a consistent brand language, you aren't selling a product; you’re inviting the consumer into a lineage, into a narrative, into a story. Don’t rip them out of that story by confusing them about the "genre" of your brand; stick to the script that made you legendary.
The "Curation of Scarcity" (a.k.a., Operational Exclusivity): Instead of chasing broad reach, use digital platforms to highlight the difficulty of acquisition. Whether it’s a waitlist or a "made-to-order" window, scarcity is a psychological trigger that reinforces value. If everyone can have it today, no one wants it tomorrow.
Semiotic Signalling: Focus on "Quiet Luxury" codes, or subtle design cues (like a specific stitch or lining) that only the in-group recognises. This fosters a sense of belonging among your core demographic, turning your customers into an elite community of insiders rather than a mass of consumers.
Archival Inter-Textuality: Use your social channels to bridge the gap between your archives and your contemporary collections. Show the evolution, not just the new. When you reference your own history, you prove that your current pieces are part of a long-term investment in the story of the customer.
The modern digital landscape doesn't require you to be a shapeshifter. It requires you to be a yacht (I’m a Beneteau, in case you’re wondering 🙃) — going with the ebb and flow, but all the while tethered with an anchor.
The question for the modern Creative Director or Branding Strategist, then, is one of legacy:
Would you rather optimise for next quarter’s engagement metrics, or guarantee your brand remains a household name when your great-grandchildren are ready to buy?
I’m curious to hear from my peers in the creative and branding spaces: Are we reaching a breaking point with "trend-led" strategy? Or is the risk of being "left behind" too great to ignore? And can we afford to ignore it?
Yours in Strategy and Style,
Isabella
Creative Director | Brand Strategist | Consumer Psychologist
Please note: none of the above was AI generated. I just love my em dashes [—].
👉 If you’re looking to reclaim your brand’s heritage while navigating the modern digital landscape, I help brands bridge the gap between historical prestige and contemporary influence. Let’s connect. 🔗
