Excelente artigo, "
Luxury Branding Below the Radar", excelente tema. Cada vez mais, clientes com poder de compra querem consumir luxo sem fazer alarde disso.
"For nearly a decade marketers have been talking about the rise of “inconspicuous consumption”: elite consumers’ growing affinity for discreet rather than traditionally branded luxuries.
...
all of a sudden people were making fun of overt wealth and even taking the labels off their clothes
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upper-class consumers have become intrinsically less drawn to overt status symbols
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social media have enabled the rise of niche brands
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through which like-minded people of any socioeconomic stratum can send what Berger calls “subtle signals” to one another. His lab studies have shown that “the educated elite”—say, fashion students choosing which bag to buy—have a significant preference for “discreetly marked products, subtle but distinct styles, or high-end brands that fly beneath the radar,” which gives the providers of those offerings greater longevity than their “more blatant counterparts."
E claro que isto é um problema para muitas marcas:
"Our entire strategy is based on people buying products to signal their social status to others.’"
O artigo continua com uma série de alternativas para ir ao encontro destes clientes e desta tendência.
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