E4: Why Products Are Becoming Commodities

Technology is making premium products easier to build, easier to replicate, and easier to distribute. Which means the product itself is no longer the moat.In this episode, Audrey Giner draws on her experience building a premium beverage brand to make a contrarian case: most luxury brands and premium founders are investing in the wrong layer — and the commoditisation of the product layer is going to make that mistake very expensive. In this episode:— Why aesthetics and formulation alone are no longer enough to retain premium clients— The structural shift most luxury brands have not fully absorbed— The human tension at the heart of premium right now: clients want efficiency and crave humanity simultaneously— Why friction sometimes creates value — and what brands lose when they optimise it away— What founders should actually be building nextThe Luxury Perspective is a weekly podcast on luxury strategy, venture capital, brand building and the future of premium — hosted by Audrey Giner, from Dubai.Subscribe to The Luxury Brief → audreyginer.com/newsletterKeywords: luxury strategy, premium brands, brand building, founder education, venture capital, luxury business, Dubai, commoditisation, brand moat, human experience, luxury podcast