The chapter explores the challenges faced by luxury brands like Burberry and Gucci in targeting middle-class consumers amidst inflation and brand refresh issues, in contrast to LVMH's resilience due to its size and diversity. It discusses LVMH's marketing strategies targeting luxury spenders through sponsorships like the Paris Olympics and Formula One. Additionally, it delves into the global repercussions of a recent $5.4 billion IT outage caused by a failed crowd strike update, leading to a $10 Uber Eats gift card sent to partners for amends, which was exhaustively redeemed and then flagged as spam.