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November 29, 2005

Uberpremium vs. mere massclusivity

This month's Trendwatching newsletter focusses specifically on the increasing fascination that the very rich have with the uberpremium, as opposed to the massclusive longings that mere mortals have to contend with. What is uberpremium?

Well, for one, it's not the stuff that most members of the MASS CLASS in theory could afford, even if they'd have to actively 'trade down' for weeks or months. A Jo Malone candle selling for GBP 260 is therefore not UBER PREMIUM, but MASSCLUSIVITY. Same for Godiva's USD 100 a pound G-collection chocolates, even though they're billed as the chocolatier's ultra-premium, couture-style line of hand-made bonbons. It's not Dolce & Gabbana 's crystal-studded Mickey T-shirt, retailing for USD 1,400. It's also not Masa's USD 350 tasting menu, or Gordon Ramsay's new GBP 100 woodfire-baked pizza topped with shavings from a USD 1,400 Umbrian white truffle. Not even over the top A.P.O. Jeans, which can cost up to USD 1,000 a pair, qualify. So... UBER PREMIUM is everything that is truly out of reach of the vast majority of consumers. Not just financially, but also by not being invited, or by being too late. No wonder then that UBER PREMIUM is increasingly found in the experience part of the economy: an exclusive personal experience can provide for hard-to-imitate uniqueness in ways physical (and uniform) products can't.

For more, read here.

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