Luxury,
sub-category by sub-category
4 luxury categories, each asked the questions real UK consumers ask, every month. Do they behave like one market or several? On the measures below, Luxury behaves like 4 different markets.
They agree on leader visibility. They split on read → cited.
Each strip is one measure. The grey band is the programme's full range; the gold span is where Luxury's sub-categories sit inside it, one dot each. A ratio under 1 means they cluster tighter than the programme — a category with a shared logic — and over 1 means they are further apart than categories chosen at random.
The data behind this chart
| Measure | Sub-category | Value | Within-category spread | Programme spread | Ratio |
|---|---|---|---|---|---|
| Concentration | Watches & Jewellery | 40% | 8.3 | 14.4 | 0.58 |
| Fashion & Leather Goods | 29% | ||||
| Champagne & Cognac | 25% | ||||
| Fragrance & Beauty | 17% | ||||
| Leader visibility | Fashion & Leather Goods | 35% | 11.4 | 22.1 | 0.51 |
| Watches & Jewellery | 30% | ||||
| Champagne & Cognac | 23% | ||||
| Fragrance & Beauty | 5% | ||||
| Read → cited | Champagne & Cognac | 50% | 17.9 | 11.0 | 1.63 |
| Fashion & Leather Goods | 20% | ||||
| Watches & Jewellery | 18% | ||||
| Fragrance & Beauty | 0% | ||||
| Model agreement | Watches & Jewellery | 100% | 35.4 | 35.6 | 0.99 |
| Fashion & Leather Goods | 50% | ||||
| Champagne & Cognac | 50% | ||||
| Fragrance & Beauty | 0% |
4 crowns, 4 different heads.
The most-named brand in each sub-category's answers. No brand leads more than one sub-category here — each is its own contest. 3 of the 4 leaders are upsets: not the market leader the programme seeded.
3 sources referee more than one luxury category.
The independent sources AI cites in the answers — counted only where they appear in the top sources of at least two of Luxury's sub-categories. reddit.com is trusted across 4 of 4: the place a luxury brand needs to be seen whatever it sells.
Brand pages convert 50% of reads in champagne & cognac, 0% in fragrance & beauty.
When Claude or ChatGPT opens a brand's own page while answering, how often does it make the cited sources? The spread inside Luxury is as wide as the programme's: what gets cited differs sub-category by sub-category.
Every luxury story, and every other category.
Method: every sub-category runs 20 unbranded consumer prompts monthly against ChatGPT, Claude and Gemini. Alikeness compares each measure's spread within Luxury to its spread across every category in the programme (population standard deviations); model agreement is the share of models naming the same leader; read→cited uses Claude and ChatGPT only. Correlational observations of model behaviour at the time of each run. Data updated Wed, 02 Sep 2026 11:37:40 GMT.