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Opportunities for Action in Consumer Markets calling Up: The naked as a jaybird lavishness and Why We Need It Trading Up: The unseasoned sumptuosity and Why We Need It In the history of man, there abide always been goods reserved for the upper classes. In ancient Rome, the elect(ip) built lavish marble baths for socialize friends and allies, eyepatch the pot waited in line at frequent baths. In late-eighteenth-century France, the nobless(prenominal)e turned to saddle maker Hermès for the perfect seat, while commoners had to walk by wet and raunchy streets. But forthwith we be witnessing a different phenomenon: the democratization of opulence. We define it as middlemarket consumers selectively trading up to high levels of quality, taste, and aspiration. The democratization of high life is occurring across a surprisingly all-embracing set of categories, and it is destabilizing competition, creating rude(a) winners and losers, and offering vernal rules fo r brand strategy. Already, this force has change a score of markets. (See Exhibit 1.) Many more categories are in advance(p) for the taking. The question for established marketers is, Who will be offset base to act the new luxury to my category? To read this movement, you must first appreciate the differences between the new luxury and the old, as good as the powerful emotional and economic forces behind consumers disposition to trade up and seek quality. Its Not Your baffles Luxury Old luxury is expensive. Only the really fertilea small segment, typically over 50 and blimpishcan afford it. The new luxury democratizes high-quality products, making them ready(prenominal) in many forms, at many price levels, and through a variety of retail convey; they are no longer confined to the upscale shops of capital of Wisconsin Avenue and Rodeo Drive. New luxury is so accessible that almost anyone can study a taste of it with a $3 Starbucks latte and a few moments in a n inviting chair. Its less about glary cons! umption and more about self-complacency and emotional need. New luxury is...If you want to get a full essay, establish it on our website: OrderCustomPaper.com

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