Trendwatch: Status tests

Vicki Loomes

This brief article outlines a predicted trend in which brands will introduce 'status tests' that force consumers to 'prove their worth to the brands with which they want to engage'.

Trendwatch: Status tests

Vicki LoomesTrendwatching.com

The pursuit of status – one of the key forces underpinning consumer behaviour – has always had a close relationship with exclusivity. Members' clubs, to take just one example, kept the 'right' people in and the 'wrong' people out.

But now, thanks to social media and live-streaming services, exclusive isn't what it used to be. Behind-the-scenes access to shows, award ceremonies, and more, have become the norm. In September 2015, luxury fashion brand Givenchy opened its New York Fashion catwalk show to the general public, allocating more than 1,000 free tickets to spectators and...

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