Trend-watcher shares new definition of “mass”

Jill Sands represents the David T. Sands Collection presented by The-Encore-Group. Today she shares some insight on what “mass market” really means. You can e-mail Jill to obtain the full copy of her latest Trend Forecaster.

Individualism is in! The Joneses are out! Things familiar are losing their caché. A new, expanded definition of “mass” goes beyond what you buy at Wal-Mart. This new definition includes objects that everyone knows about, whether affordable or not. Because these products (Rolex, BMW, Louis Vuitton) are available globally and no longer exclusive, the market will shift to unique and custom products, creating niche markets.

Bloomingdale’s has a high awareness of the need for newness and uniqueness. Everybody carries Waterford crystal, All-Clad cookware, and Cuisinart appliances. They will separate and distinguish themselves with products that are “first at Bloomingdale’s” and “only at Bloomingdale’s.” Bloomingdale’s is merchandising the synergy between home décor and fashion design, believing fashion customers want fashion in their homes.

What is responsible for this shift of luxury products being deemed “mass?”

• Global marketing generates mass branding and advertising.
• A new middle class in developing countries who are hungry for luxury products.

Luxury yesterday was defined as something made in Europe. Today, the same high quality is manufactured in Asia at affordable prices.

The new luxury is more experiential and less material. It’s a sensory experience -- how does it affect your sense of happiness? As status moves from objects to experiences, its definition may include volunteering for a climate change study with Earthwatch or buying a hybrid car to reduce your carbon-footprint.

To be desirable things must be limited, customized, personalized and completely “you-nique.”

-- Jill Sands

Comments

[Kathy Santos]

From your mouth to the status-seekers' ears! Earthwatch would love to make our volunteer expeditions THE experiential status symbol.

I can see it now - people gathered around at a party, enthralled but trying to act casual, while a volunteer describes her experience as one of the few people in the world who has ever seen a wild fossa in Madagascar, much less measured, tagged and released one.

Works for me :)

Kathy, the Earthwatch webmaster