MASSTIGE.
Masstige is a marketing term meaning downward brand extension.
The word is formed from the words mass and prestige and has been described as prestige for the masses.
"Luxury for the masses"
"Premium but attainable"
These two slogans express well about masstige.
We can find the success story about masstige marketing like Coach.
But the most famous story is Starbucks.
People prefer the $3 Starbucks logo printed cup than the 50 cents morning coffee.
People want to be a fashionista and to upgrade their lifestyle.
What a perfect idea to fulfill the consumption minds of humans with low cost.
Masstige products have 19% share of consumer goods market in the US with high growth.
Masstige has these two points.
Practical and prestige.
Get big preniums with higher price and more mass providing.
Masstige booms are so many with lifestyle. Car, food culture, pet business, even art business in Korea.
BMW325 Series get 23.5% in BMW market in Korea.
Pizza Hut launch "Pizza Hut Plus" shop with upgraded interior.
Every convenience store has the "premium zone."
Family restaurants provide "hotel restaurants menu."
Like this, I believe there is the way we can get over depression.
Masstige can be one.
"Always, people want cake than bread."
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