Trendwatch: Brand fanatics and status deniers

This article discusses two emerging trends - status deniers and brand fanatics - both of which are developing from the diversification of status and the shift towards more 'democratic' signifiers.

Trendwatch: Brand fanatics and status deniers

David MattinTrendwatching.com

The diversification of status and the shift from material goods to ephemeral and democratic signifiers (experiences, skills, values, followers etc.) has long been discussed. But in 2015, two emerging – and apparently opposite – forms of status-seeking will be thrown into focus. First, Status Deniers: 'post-status' consumers who are drawn to brands and products not because of their status clout, but for reasons of quality, history, story impact and more. Second, Brand Fanatics: a subset reacting to hyperabundance and seeking status in extreme and often public celebration of select brands.

These...

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