Larsson, Björn
June 2006
Campaign;6/16/2006, Issue 24, p17
Trade Publication
The article reports that luxury brands are suffering from a lack of exclusivity, which is why companies such as H&M, with its nicheclusivity strategy, are doing surprisingly well. Luxury, once equal to exclusivity, has lost its brilliance. The champagne-drinking in the soaps has made Moet feel cheaper than a pair of socks, and the embarrassing "plastics" in the Big Brother house, who wear nothing but luxury brands, are certainly taking the edge off what once was known as luxury. And this is why art seems to be more appealing than ever before in the history of consumption. Because art generates the exclusiveness fashion brands once represented.


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