Masstige Matters

Paris is like an open university of brandbazi. A walk down Champs-Elysees can teach one how to create and "market" a top quality product that is mythically attractive; available yet elusive at the same time. Never mind if what you must learn to sell is luxury handbags, velvety marshmallows or a publication. The trick is to democratise your product and yet keep it snobbish. Not long back, I would find the boutiques of Chanel, Bvlgari, Dior, Christian Lacroix and many others rather intimidating. Gandhi-disillusioned-with-Gucci butterflies in the stomach would leave me uncomfortable. Now, territories have been remapped. Many brands are cultivating a new respect for the not-so-exclusive customer.

Armani, of course, was one of the first to create sub-brands (Giorgio Armani, Armani Collezioni, Emporio Armani, Armani Jeans, Armani Exchange and Armani Junior) to cater to different economic groups. You can see Armani off the catwalk—in the suburban mall as well. Karl Lagerfeld designs are in chic retail shops too, not just in Chanel showrooms. This diminishing arrogance of the brands will determine the new brand wars. The discerning rich may turn up their noses at this destruction of the myth of exclusivity, but in this there's a lesson for the new editor. Masstige—mass market plus prestige (a term coined by Economist)—is what it's all about.