Despite the title of the article, we are not quite yet “post” recession. Still in the midst of an economic downturn, the only difference today, our third year in a depressed economy, is that we no longer feel the pressure and urgency of being in crisis mode. We have all adapted to certain fiscal occurrences and accepted them as our new reality.
Aspirational Consumers, Brand Positioning, Consumer Insights, Luxury Mentality, Marketing »
Brave New World: Marketing Effectively in a Post-Recession Era
Commerce, Ecommerce, Marketing »
The Gilt Phenomenon
There has been so much talk around the Gilt Groupe business model, mainly about how wildly successful it’s become. A recent article expresses concern abut how businesses like Gilt will keep their brand exclusivity. Since exclusivity is achieved through an invite-only membership program, the article worries that as membership grows exclusivity will fall and the result will be an online basement warehouse sale, likened to Walmart and directed to mass market consumers looking only for a bargain. Here I counter the point with the following:
