Intersting article in the Hartford Courant -
Envy: The Brand Sluts - If you said to them, `That's a great jacket,' they couldn't just say `thank you.' They had to say, `Thank you, it's Prada,'"
Quotes from the article:
- Brand sluts, are savvy consumers. "They're proud of it because they see it as showing their intelligence,"
- "Long, monogamous relationships" with particular brands are dying;
- "When you think that the real purpose of brand loyalty was developed to help the shopper who didn't know what was what and needed guidance in selecting merchandise from the crowded retail landscape, you realize that that raison d'etre doesn't exist anymore,"
- "Most shoppers are very, very savvy. They recognize what is good, what's bad, what's trendy or not, and therefore the old brand loyalty is no longer a shopping `guide.'"
- Brand loyalty is now being replaced by brand trust.
- "The shopper is out there discovering new things, but there's always going to be brand trust,"
- "She's always going to stick with the brands she knows and trusts, but she's also going to try the new thing."
