MASSPIRATION - Buying into a Dream

The contradiction of mass produced luxury discussed on @worldtempus via @aptronym.

Without millions of masspirational customers, would some brands survive? Diffusion labels, lower entry-level price points, the lure of wealth and fame by association: this is what much of it is about. However, there’s a funny thing with large brands that have succeeded in building their identities so strongly around notions of aspirational luxury – it can come with a downside : a (perceived or actual, you decide) downgrading of its standing amongst those who got into the brand when it was a little less prevalent, its production perhaps a little less industrial, and who now see its value and exclusivity being undermined by its ubiquity and the fact that it can be seen on the wrists, shoulders or bodies of a lot of people. Can mass production be luxurious? Is there luxury or exclusivity in a brand that sells hundreds of thousands, if not millions, of its products annually? A...

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