Value Perception
LUXURY INSIGHTS | October 12, 2025
Timeless insights for luxury brands.
While browsing in an upmarket boutique in Austin this week, a retail associate said to me:
“That’s nice, but it’s expensive.”
Interesting.
I initially considered this a matter of perspective or money mindset conditioning (for context, the item I was admiring was several hundred dollars, but not outrageous by any means), but then my mind started wondering…perhaps the associate was trying to tell me that it was not worth the price?
Was the quality not as advertised? Were the materials not sourced where they were claimed to be? Was the craftsmanship subpar? Would this not be a lasting investment?
Perspective is the most likely culprit, but nonetheless, the comment made me question the brand.
01. INSIGHT
In the luxury sector, value perception is inseparable from brand prestige, and every team member plays a pivotal role in safeguarding it.
When employees inadvertently undermine pricing—through unnecessary discounts, apologetic tone, or casual devaluation—they erode the customer’s sense of exclusivity and diminish the perceived worth of the product or experience.
Pricing thus transcends utility in luxury—it represents the value of fine craftsmanship, timeless heritage, and emotional resonance.
A consistent representation of value is necessary to reinforce the idea that what clients are investing in is more than a mere product or service.
02. INSPIRATION
“Luxury has nothing to do with how much something costs.
It is about how rare it feels, how personal it feels, and how deeply it connects to the story your guest tells themselves…
Price is forgotten the moment the bill is paid. Perception is remembered every time someone relives the memory. And that is what luxury really sells, not rooms, not tables, not tickets. It sells the feeling of a life moment that can never be replicated.”
— Scott Eddy
03. INTENTION
How can you ensure your value perception is clearly conveyed and remains carefully intact?
Do you need to educate your team?
Do you need to elevate your messaging?
Do you need to rethink your positioning?
Remember, luxury is not about price, it’s about feeling.
Make it a lucrative week,
Luxury Brand Communications Strategist
Creator & Author of Luxury Insights
ABOUT THE AUTHOR
Camilla Carboni is the silent partner behind many of the world’s most sought-after brands. She offers Luxury Brand Consulting, Auditing, SEO, and Copywriting to established and emerging luxury brands across the globe.
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