The rush to quality
I just passed a house for sale. The sign out front was from a mass market realtor, but from their higher end "estates" division. A fancier sign, a fancier name.
It wasn’t, however, a fancier house.
In one industry after another, premium brands (Tiffany) are becoming the standard. Why list a house with a regular realtor? Why buy jewelry from a regular store? Why wear regular clothes? As brands learn how profitable it is to go from Class to Mass (Wolfgang Puck and Armani come to mind), consumers are being trained to abhor not the cheap but the middling.
Zales for your anniversary anyone?