[9] Anti- Anti- Anti- Anti- Antimovement

Luxury brands just don't know what to do.
In the old days, a luxury brand was luxurious. Luxury as in "not really necessary, but comfortable". Or: expensive. Or both.
In the last few years there has been an anti-movement. Luxury brands move to the mass market. Since this is where most people are, combined with the luxury overload (bling bling?) this is not an unexplainable decision. A lot of brands have created brand extensions, like Armani Casa (domestic products) and Viktor and Rolf, who put their collection in the H&M.
But, of course, an anti-anti-movement has started again already, although the anti-movement hardly has its feet on the ground. Luxury should, once again, be luxurious, sophisticated, expensive and classy.
Proof for this movement?A waiting list for an 81.000 dollar Hermes crocodile leather purse, decorated with diamonds and gold.
I guess it's just a matter of time before the anti-anti-anti-movement starts and the luxurious goods will become mainstream again...



Source: www.marketingonline.nl