Accessible luxury? What sounds contradictory may also be a uniquely risky selling proposition
Over the last few years, I have increasingly noticed that luxury brands are struggling to balance two conflicting realities simultaneously: exclusivity and relevance. If these brands remain too distant, younger consumers tend to disconnect culturally. If they become too accessible, symbolic prestige slowly begins to erode. The Swatch-Audemars Piguet collaboration exemplifies that tension.
Post Comment