Luxury Clicks Different: How Performance Measurement Falls Short for Premium Brands
Luxury isn’t a click-and-go category. It never has been. Luxury products are curated, coveted, and casually whispered about over champagne, not chased down in a flash sale frenzy. Luxury marketing is built on aspiration, heritage, and emotional value, not just convenience. So why are we still measuring luxury performance with the same blunt-force tools we use to sell dish soap? To understand why standard metrics fall short, it’s important to first understand how differently luxury purchases unfold.
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