Зачем этот хайп нужен AP?
Хотят нарастить продажи и повысят осведомленность о марке. На выходе рискуют получить "эффект Бурберри". Надеюсь, что у них в маркетинге не бывшие Маккензи работают, а нормальные пацаны и тетки, которые все риски учли и просчитали.
The Burberry effect isa marketing and branding phenomenon that describes the risk of a luxury brand losing its elite status due to mass-market over-exposure, or its unintended adoption by subcultures that contradict the brand's intended identity.
Key Aspects of the Phenomenon
- Brand Dilution & Overexposure: In the early 2000s, Burberry aggressively licensed its signature Nova Check pattern. This made the brand highly ubiquitous, diluting its exclusivity and making it less attractive to high-end, affluent consumers.
- The "Chav" Association: In the UK, the accessibility and heavy counterfeiting of Burberry items led to the pattern being heavily adopted by specific working-class subcultures (sometimes derogatorily termed "chavs"). This anti-social or mainstream association strongly deterred luxury shoppers.
- The Turnaround Strategy: To reverse the "effect," Burberry had to aggressively pull back. They phased out over 90% of their signature check pattern from clothing, brought manufacturing in-house, and strategically elevated their price points.
Today, the concept serves as a modern cautionary tale in brand management. It illustrates how luxury houses must tightly control distribution, avoid excessive licensing, and actively protect their exclusivity to prevent brand dilution.
Сообщение отредактировал nevermind: 17 May 2026 - 12:35