Cayne-Abel
Senior Member
- Joined
- Jun 24, 2010
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I'm only vaguely aware of the term "aspirational" consumers. I know that it apparently has something to do with a particular class of consumers that "aspire" to look like they belong to a higher class, or something along those lines. Apparently, some brands market to that crowd (I believe I heard that Louis Vuitton is one of those brands).
Can someone give me a general explanation of how this works? Or at least point me to a source that explains it?
If I under stand it correctly, the brands that the majority of mall-goers *think* are "upper-class" brands (such as Louis Vuitton, Prada, etc.) are actually NOT upper-class brands, but are instead cleverly-marketed to those who like to pretend they are rich...and these brands tend to be smeared with logos, which is apparently seen as tacky by those who wear true high-end clothing.
Do I basically have that right? Or am I missing something?
If someone can give me a few examples of "aspirational" brands vs. genuine high-end brands, I'd appreciate it.
Can someone give me a general explanation of how this works? Or at least point me to a source that explains it?
If I under stand it correctly, the brands that the majority of mall-goers *think* are "upper-class" brands (such as Louis Vuitton, Prada, etc.) are actually NOT upper-class brands, but are instead cleverly-marketed to those who like to pretend they are rich...and these brands tend to be smeared with logos, which is apparently seen as tacky by those who wear true high-end clothing.
Do I basically have that right? Or am I missing something?
If someone can give me a few examples of "aspirational" brands vs. genuine high-end brands, I'd appreciate it.