Category
Lifestyle
Assisted Choices
Trend cluster
Category
Desnobbification
Appealing to the credit-crunched consumer, brands seek to abandon luxury.
3.0
Trend score
Trend
What is the Desnobbification trend?
Desnobbification: Popularizing a more derelict and laid back approach to lifestyle, brands are using products and marketing that mocks luxury in order to better relate to a credit-crunched market. Ironically creating a sense of aspiration around being less indulgent, this approach is a shift towards more relatable branding.
Trend themes
Themes within the Desnobbification trend
Three behaviours holding the trend together01
Desnobbification
Brands that reject luxury and prestige to cater to credit-crunched consumers.
02
Defacement
Street art as a commentary on luxury brands.
03
Stereotype Humor
Mocking snobbish behavior and elite educational institutions.
Industry implications
What the Desnobbification trend means for industry
Where the trend changes the playbookFor
Luxury Goods
Opportunity to explore marketing and branding alternatives to classic luxury.
For
Fashion
How street style and culture can be used as inspiration to subvert high-end fashion.
For
Food and Beverage
Innovations in food and beverage that reimagines traditional recipes in new ways.
Trend signals
Trend signals for Desnobbification
Trend score 3.0 out of 10, from popularity 43%, activity 40%, freshness 8%.
Popularity43%
Activity40%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Desnobbification trend
6 featured examples from May 4, 2012 to Aug 27, 2013CategoryFashion
Ignorantly Humongous Bling
The Hundreds x Ben Baller Gold Chain is Worth $3,115,000 USD
Disruptive innovation opportunities in this industry include leveraging new materials and design techniques to create high-value, unique jewelry pieces that cater to the ultra-wea…
CategoryFashion
Elitist Joke Sweaters
Add Some Humor to Your Closet with the Harvard Law Just Kidding Sweater
Fashion designers and brands can leverage the satire and humor trend by introducing more humorous and satirical clothing items to their collections.
CategoryLifestyle
Fool-Proof Vino Branding
Learn the Basics About Drinking and Food Pairings with Wines for Dummies
The Wines for Dummies collection targets the wine education industry, offering a simple and approachable way for consumers to learn about wine.
CategoryArt & Design
Defaced Designer Storefronts
Street Artist Kidult Vandalizes Marc Jacobs NYC Boutique
Luxury Retail companies can participate in events and exhibitions like street art open-air museums to provide an authentic experience of Graffiti art to consumers.
CategoryPop Culture
Pretentious Personality Phenotypes
Core77 Breaks Down Designer Stereotypes into Seven Titles
Product designers can capitalize on the diverse preferences and work habits of different designer stereotypes to create disruptive and tailored solutions.
CategoryLifestyle
Haute Cuisine Chews
Foie Gras Bubblegum is a Gooey Alternative to the French Delicacy
Providing high-quality meals with unique and daring flavors for big spenders.
