Timeless vs. Trending: Navigating the Tension Between Being Iconic and Innovative
In the race to innovate, too many tech companies are sprinting straight into obsolescence.
Consider Quibi, the short-form streaming service that burned through billions before disappearing almost as quickly as it launched. Or Peloton, once the darling of at-home fitness, now weathering massive layoffs and plummeting demand. Both brands aimed to disrupt their industries but failed to balance innovation with the principles of enduring trust, quality, and identity.
In the relentless pursuit of disruption, many brands forget a crucial truth: success doesn’t come from being the first or the fastest. It comes from being irreplaceable.
This is where tech companies can learn from the luxury market. Iconic brands like Hermès have mastered the delicate balance of staying true to their legacy while embracing forward-thinking innovation. By adopting these principles, tech leaders can create products and experiences that stand the test of time.
What Makes a Brand Timeless?
Timeless brands are built on a foundation of consistency and exclusivity.
Consistency is the hallmark of trust. Hermès’ Birkin bag, first introduced decades ago, remains an aspirational symbol of luxury. This isn’t by accident—it results from unwavering design standards and a clear brand identity.
Exclusivity fuels desire. Hermès doesn’t flood the market with its products. Limited supply maintains their mystique and ensures that owning a Hermès item feels like being part of an elite circle.
For tech, the lesson is clear: don’t just solve problems—craft products that tell a story and inspire loyalty.
Innovation as a Tool for Legacy
Innovation isn’t about replacing your foundation—it’s about reinforcing it. Luxury brands know this better than anyone.
Take Gucci, for example. As a leader in integrating cutting-edge technology into the luxury space, Gucci has revolutionized how customers interact with their brand. They launched an AR shoe try-on campaign on Snapchat, allowing users to virtually experience their sneakers through AR lenses, creating an engaging and immersive shopping experience. Gucci also introduced the "Gucci Virtual 25," a digital-only sneaker designed for virtual environments like Roblox and VRChat. These innovations extend the brand’s reach into the digital world while maintaining its exclusivity and allure.
Additionally, Gucci has enhanced its online shopping platform with features like AR try-ons, 3D product displays, and immersive virtual reality experiences through Apple’s Vision Pro goggles. These innovations elevate the customer experience, reduce returns, and build purchase confidence, proving that technology can amplify luxury’s timeless appeal.
Tech companies often innovate for the sake of novelty. But the most successful brands ask, “Does this amplify or dilute who we are?”
As a tech company, the guiding principle for innovation must be: “Innovation should reinforce our brand’s core identity, not replace it.”
A Framework for Balancing Iconic and Innovative
To strike this balance, tech leaders can adopt these luxury-driven principles:
Why This Matters
In an industry driven by rapid disruption, tech must look to luxury for a critical lesson: iconic brands endure because they use innovation to reinforce—not compromise—their identity.
The tension between timelessness and trending isn’t a challenge to avoid—it’s an opportunity to redefine what it means to succeed.
About the author: Hi! I’m Danetha Doe, an economist, entrepreneur, and international speaker specializing in luxury entrepreneurship and economic prosperity. As the founder of Money & Mimosas and a Global Economic Prosperity speaker for the U.S. Department of State's Bureau of Education and Cultural Affairs, my work focuses on connecting overlooked founders with capital. Click here to learn more or book me as a speaker.