The (sometimes irreversible) mistake luxury brands make
LUXURY INSIGHTS | August 11, 2025
Timeless insights for luxury brands.
Today is the last day of the summer break in Austin, Texas.
After a glorious weekend poolside with my family, I feel a profound sense of gratitude for what has been, and excitement for what is to come…
With the start of the new school year, the pace always seems to pick up and new energy flows as luxury brands everywhere prepare their holiday campaigns.
And, this year, as a result of the downturn, many luxury brands are tempted to turn their attention to new audiences.
If this is you, please do so with caution…
01. INSIGHT
Last holiday season, Jaguar, the once exceptionally well-respected luxury automobile brand, unveiled a new ad campaign that disregarded its core values and it's main consumer segment.
The results?
Jaguar sales reportedly collapsed by over 97% in Europe and by roughly 75% globally year to date.
In another example, major beer brand, Bud Light, lost in excess of $27 billion in sales as a result of an off-brand partnership back in 2023.
These are extreme, but not uncommon, examples of attempting to pivot without honoring who a brand is actually for.
It can certainly be smart to diversify your market, but it is essential to foster a connection with your primary audience.
If you seek to expand your market this holiday season, please avoid making the (sometimes irreversible) mistake of turning your attention away from your core demographic.
02. INSPIRATION
“Everyone is not your customer.”
— Seth Godin
03. INTENTION
Who can you not afford to ignore?
Remember, luxury isn’t meant to be for everyone.
Make it a fantastic 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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