132:
to occur when purchases from middle class consumers becomes frequent or habitual. The more available a product is the less prestigious its perception. Luxury marketers should also focus on developing a prestigious environment around the brand by advertising in glamorous magazines and prestigious stores, and holding seasonal fashion shows so that the brand appeals to consumers as an "aspirational" brand. During periods of economic downturn or consumer economic uncertainty, "aspirational" spending is one of the first categories to slow while spending on true luxury items shows little change.
123:
than middle range brands. In terms of perceived prestige, the ratio of traditional luxury brands and new luxury brands was 1.14, while the ratio of new luxury brands and middle-range brands was 1.74. Those brands that employed masstige positioning strategy effectively differentiated themselves from middle range brands in terms of perceived prestige, and yet maintained a reasonable price premium to target middle range customers.
131:
It has been suggested that luxury marketers thinking about developing their own masstige strategies should be aware of the possibility for brand dilution. To avoid this, it is suggested that adequate price premiums are maintained and access is limited to middle class consumers as brand dilution tends
122:
New luxury brands are closer to traditional brands in terms of prestige, however in terms of price they are closer to middle range brands. Established brands command a premium at 3.1 times more expensive than new luxury brands (masstige positioning), and new luxury brands only sold for 2.2 times more
118:
Kitchen, a reasonable equilibrium between perceived prestige and price premium is critical to an effective masstige strategy. That is to say that masstige brand positioning for the consumer is to develop the brand as a premium, or reasonable level of perceived prestige yet whose price point is
110:'Masstige' movement gains steam" by Moly Prior characterizes the product trends for the health and beauty care industries with the term. Since 2003, the marketing strategy of masstige has been used by numerous consumer goods industries that include premium level products.
40:
article "Luxury for the Masses". Masstige products are defined as "premium but attainable", and there are two key tenets: (1) They are considered luxury or premium products and (2) They have price points that fill the gap between mid-market and super premium.
274:
98:, the term originated during the 1990s. It was then popularized in 2003 by Michael Silverstein and Neil Fiske in their book
57:
housewares that are considered premium but are widely available at attainable price points well below super premium brands.
304:
69:
Several other examples of masstige brand positioning have been proposed by Truon, McColl, and
Kitchen include:
209:
36:
162:
Truong, Yann; McColl, Rod; Kitchen, Philip J (2009). "New luxury brand positioning and the emergence of
60:
Kendall-Jackson Wines that entered the market at $ 5 per bottle versus the standard $ 2 per bottle.
48:
183:
236:
195:
191:
19:
is a marketing term meaning downward brand extension. The word is a portmanteau of the words
175:
63:
275:"Luxury Brands See Drop In U.S., Where Aspirational Consumers Put New Purchases On Hold"
51:
Lotion that sells for $ 1.13 per ounce ($ 0.040/g) versus $ 0.30 per ounce ($ 0.011/g).
298:
187:
54:
224:
30:
The term was popularized by
Michael Silverstein and Neil Fiske in their book
240:
179:
79:
119:
similar to middle-range brands as outlined in the diagram below.
73:
76:
1 Series for $ 19,000 vs. traditional BMW sedans for $ 50,000
85:
Tag Heuer
Formula 1 for $ 550 vs. Tag Heuer Link for $ 4,000
254:
Prior, Molly (2003). "'Masstige' movement gains steam".
27:
and has been described as "prestige for the masses".
210:"Oxford Languages | the Home of Language Data"
157:
155:
153:
151:
149:
147:
145:
82:Jeans for $ 100 vs. Armani Haute Couture for $ 900
223:Silverstein, Michael J.; Fiske, Neil (2003).
44:Silverstein and Fiske cite several examples:
8:
141:
7:
14:
106:article "Luxury for the Masses".
1:
168:Journal of Brand Management
114:Masstige market positioning
321:
96:Oxford Dictionary Online
229:Harvard Business Review
225:"Luxury for the masses"
104:Harvard Business Review
37:Harvard Business Review
273:Danziger, Pamela N.
256:DSN Retailing Today
49:Bath and Body Works
235:(4): 48–57, 121.
180:10.1057/bm.2009.1
94:According to the
312:
305:Brand management
289:
288:
286:
285:
270:
264:
263:
251:
245:
244:
220:
214:
213:
206:
200:
199:
159:
109:
320:
319:
315:
314:
313:
311:
310:
309:
295:
294:
293:
292:
283:
281:
272:
271:
267:
253:
252:
248:
222:
221:
217:
208:
207:
203:
174:(5–6): 375–82.
161:
160:
143:
138:
129:
116:
107:
92:
64:Porsche Boxster
12:
11:
5:
318:
316:
308:
307:
297:
296:
291:
290:
265:
246:
215:
201:
140:
139:
137:
134:
128:
127:Brand dilution
125:
115:
112:
91:
88:
87:
86:
83:
77:
67:
66:
61:
58:
52:
13:
10:
9:
6:
4:
3:
2:
317:
306:
303:
302:
300:
280:
276:
269:
266:
261:
257:
250:
247:
242:
238:
234:
230:
226:
219:
216:
211:
205:
202:
197:
193:
189:
185:
181:
177:
173:
169:
165:
158:
156:
154:
152:
150:
148:
146:
142:
135:
133:
126:
124:
120:
113:
111:
105:
101:
97:
89:
84:
81:
78:
75:
72:
71:
70:
65:
62:
59:
56:
53:
50:
47:
46:
45:
42:
39:
38:
33:
28:
26:
22:
18:
282:. Retrieved
278:
268:
259:
255:
249:
232:
228:
218:
204:
171:
167:
163:
130:
121:
117:
103:
99:
95:
93:
68:
55:Pottery Barn
43:
35:
31:
29:
24:
20:
16:
15:
284:2023-11-09
136:References
100:Trading Up
32:Trading Up
262:(15): 22.
188:167805504
166:brands".
299:Category
241:12687919
164:Masstige
25:prestige
17:Masstige
196:2528078
90:History
279:Forbes
239:
194:
186:
80:Armani
184:S2CID
237:PMID
192:SSRN
102:and
34:and
23:and
21:mass
176:doi
74:BMW
301::
277:.
260:42
258:.
233:81
231:.
227:.
190:.
182:.
172:16
170:.
144:^
287:.
243:.
212:.
198:.
178::
108:"
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.