A luxury Italian accessories brand faced a dilemma: their brand-building campaigns drove engagement but lacked measurable ROI. When they tried conventional performance marketing, discounts, aggressive CTAs, product-focused ads, sales increased 22% but brand perception dropped 18 points and customer quality plummeted. The CMO asked: "How do we drive conversions without cheapening our brand?" After implementing our luxury performance framework, they achieved 4.7x ROAS while improving brand perception by 12 points. Revenue jumped 67%, average order value rose 31%, and they attracted premium customers instead of bargain hunters.