For most of my career people have aspired to buy premium brands and just wanted an affordable way to buy into them – think of the Mercedes A class, Waitrose essentials or a tie from Armani. Premium brands used to “reach down”
But something has shifted in the culture – Value brands have captured the middle classes as extended recession has finally stripped away illusions.
Now to be cheap is chic and the next inevitable development in branding is for these cheap brands to smarten themselves up to reflect their new clientele. These images are from Chippenham High Street
Poundland now looks just fine to me and perhaps a coffee in the Greg’s cafe too ? Who wants to fork out £4-00 for a coffee in Starbucks ? Inside Gregs was just fine and dandy and you can get a sausage roll for 99 p.
Justin King left Sainsbury at just the right time…Aldi and Lidl will be smartening up soon too no doubt to hang onto those newly converted members of the squeezed middle.
Since writing this post we have seen the first big beast to suffer the consequences – the CEO of Tesco-Philip Clarke– has stood down as his business has been battered by the discounters.