Meta’s luxury summit is still fresh on my mind, and I had another thought after attending last week.

The 26% vs 57% stat I mentioned (U.S. luxury sales vs wealth concentration) isn’t just a market opportunity. It’s a wake-up call about how European luxury brands think about American consumers.

During the fireside chat, there was heavy emphasis on European brands needing to “deepen understanding of the U.S. consumer.”

Translation: they’re leaving money on the table because they’re not adapting their approach.

Here’s what’s working for the brands that get it:
They’re using Meta’s new AI agents to test creative at scale instead of relying on assumptions about what Americans want.

They’re building campaigns around local inventory ads and store extensions because Americans are still 2x more likely to buy in person.

Most importantly, they’re treating each region differently. What works in Manhattan doesn’t work in Charlotte. The brands winning are the ones using creator-led, localized creative that speaks to specific markets.

BCG projects flat growth for 2025, but the brands investing in understanding regional differences and building proper omnichannel strategies are going to grab market share while competitors wait for “better conditions.”

The opportunity is there.

The tools are there.

The question is who’s going to move first.

If you’re dealing with similar challenges around regional expansion or omnichannel strategy, I’d be curious to hear how you’re approaching it.