Crack the Crunch with the Crunch Breaker
Changing face of Luxury Posts
The changing face of Luxury
April 27th, 2009
Kate Moss is the face of Top Shop and Versace.
It seems that quality is no longer the preserve of Luxury brands. It’s now available at a lower price in the mass market – think of Kate Moss and the concept of high / low – she is the face of both brands – does this detract from either?
I think not.
The end of the 1980’s, which ended an era of corporate excess similar to what we have recently experienced, has parallels with the cleansing and renewal being experienced by many. Then, the ‘Dynasty culture’ (remember those shoulder pads?!) was replaced by a trend for less conspicuous consumption. Marc Jacobs offered Grunge and Jil Sander minimalism. Who will provide the best fashion anticdote this season?
And there is one aspect that we have all been concerned about over the recent past – ‘conscience consumerism’ and becoming more eco-friendly. But in emerging markets, consumers just don’t care about eco brands and concepts and even in developed markets, eco products need to possess enough emotional appeal to motivate us to consume.
Whilst Luxury brands continue to align themselves with art and craftsmanship, ‘Bling’ continues to do well in China, India and the Midde East.