I think you are placing the responsibility on the wrong people here.
I don't think the Devs should force the look of a Lich/Vampire onto a person. I also don't think they should look European, or Egyptian.
The look of the vampire should be based on the person and his tribe/culture. If the person hails from a group that has a unique fashion sense then he would also have that unique fashion sense. If the person comes from a rich noble area I would think he would look wealthy and noble.
TL:DR The vampire/lich should reflect the player. This will make most stories regarding them unique and not cliche/copypaste.