"It’s not enough to be fashionable – one wishes to appear intelligent as well!"
Chanel, Dior, Gucci and the others will continue to
develop luxury as a business. At the same time, we are seeing a complementary
reaction, which is that a consumer may accept paying for the latest very trendy Dior bag, that she’s seen in all the magazines and advertisements; but
she’ll see no shame in going to Zara and buying a T-shirt for 10 euros, because
it’s pretty and it’s a fair quality for the price. Then she may go to another
store, a bit more expensive but not as well known, perhaps run by a young designer,
where she’ll buy a skirt. And these items, when brought together, reassure her
and send a message to others that she’s an intelligent consumer, not dazzled by
marketing, in charge of her own image.’
In other words, the era of slavish brand worship is over
The designer Alber Elbaz, of Lanvin, recently commented, ‘We’ve reached a
turning point. Nobody wears logos any more. People aren’t hesitating to mix
Lanvin with Topshop. Everything is becoming more democratic.’
From "Fashion Brands", Mark Tungate, 2004
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