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A growing number of direct-to-consumer brands are disrupting the luxury market by offering more affordable, high-quality alternatives. As traditional luxury brands focus on the ultra-wealthy and fast fashion dominates the budget market, these “cuckoo” brands feel that luxury goods are price-strapped, but still save money. caters to middle-class consumers who seek value for money. Through transparent pricing and smart use of social media, we are reshaping how consumers think about value and quality.
“The word duck comes from duplicity, but it also speaks to consumer sentiment around pricing today. They feel cheated,” says e-commerce correspondent Malik Morris. “Luxury brands are sharply raising prices on trendy items, crowding out middle-class shoppers who typically can splurge on a few nice bags or a few nice sweaters a year.”
Key insights:
As luxury brands continue to raise prices on their most popular products, middle-class consumers are feeling increasingly alienated from the luxury market. This sentiment is driving the rise of brands like Quince and Italic. “Luxury brands are rapidly raising prices on trendy items, cutting out middle-class shoppers who typically can splurge on a few nice bags or a few nice sweaters a year,” Morris said. says. “Luxury brands will have a check coming due to explain why their prices are so high.” Fraudulent brands will be open about their costs and how much it costs to make their products. , and takes advantage of this dynamic by accurately analyzing the product’s content. We are reselling. “Counterfeit brands are disgustingly transparent about their price breakdown,” explains Morris. “This is a refreshing story for middle-class shoppers who have seen the prices of things like milk and eggs inexplicably soar.Aside from this vague inflationary conspiracy, who owns a Chanel bag?” Their dream of a high-end product is slipping away without any real explanation on that front. However, it is unclear whether this trend will continue. “If consumers stop caring about ducks and engagement goes down, this aspect of social media usage will disappear for these brands, but for now it’s been a real boon for them. ” says Morris. Brands will now have to evolve beyond just cheaper alternatives. “What differentiates us now, other than offering affordable prices? What is our storytelling? What are our unique products? Copycat brands are asking these questions. If we can answer that, we won’t be seen as just a cheaper version,” says Morris.
Additional resources:
What luxury “camo” brands get right about shoppers: Upstarts like Quince and Italic, which sell affordable basics made in the same factories as luxury brands, are trying to get people to shop when they don’t want to. It has generated significant growth by appealing directly to middle class shoppers. Rely on Shane for transportation. Is camo culture out of control? The wide availability and acceptance of camo has made products and trends openly accessible to a wider audience. And for many independent designers, running a business has become more complex.
