Comparing two different stages of the value chain, two levels of luxury products, two types of offshoring destinations, this research provides the first empirical validation of the consequences of offshoring of French luxury brands. According to a sample of 278 consumers of such brands, offshoring of either the design or the manufacturing stage negatively influences perceived quality and overall brand evaluation. However, offshoring does not affect purchase intention. Managers learn how much and under which conditions their brands suffer from offshoring.