1. An interesting trend. In the past consumers have looked upto brands as a means of self expression and hence the distance maintained by a luxury brand from its franchise was acceptable. But in this day and age of crowd sourcing and consumers actively participating in their brand’s future such an approach might be futile. Modern times demand better engagement in order to succeed and hence provides opportunities for value brands too.

  2. Pendragon Stuart says:

    Absolutely, and I think one of the interesting aspects is that distance and elitism can still work (the luxury market is not dead by any means), but often this needs to be more chosen by consumers. This means options to get involved and feel part of the brand, but no obligation, replacing brands that seem aloof and uncaring about any consumers other than their very wealthiest patrons.
    If you’d like to dig into this more, please get in touch: pendragon.stuart@thefuturescompany.com