# Desnobbification Appealing to the credit-crunched consumer, brands seek to abandon luxury. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Oct 10, 2013 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/desnobbification ## Key Figures - Trend score: 3.0/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: May 4, 2012 to Aug 27, 2013 - Published: Oct 10, 2013 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Desnobbification trend ### Desnobbification Brands that reject luxury and prestige to cater to credit-crunched consumers. ### Defacement Street art as a commentary on luxury brands. ### Stereotype Humor Mocking snobbish behavior and elite educational institutions. ## What the Desnobbification trend means for industry ### For 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 for Desnobbification Trend score 3.0 out of 10, from popularity 43%, activity 40%, freshness 8%. - Popularity: 43% - Activity: 40% - Freshness: 8% ## Examples of the Desnobbification trend 6 featured examples from May 4, 2012 to Aug 27, 2013. - [Ignorantly Humongous Bling](https://www.trendhunter.com/trends/hundreds-x-ben-baller-gold-chain): The Hundreds x Ben Baller Gold Chain is Worth $3,115,000 USD (Category: Fashion) Implication: 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… - [Elitist Joke Sweaters](https://www.trendhunter.com/trends/harvard-law-just-kidding): Add Some Humor to Your Closet with the Harvard Law Just Kidding Sweater (Category: Fashion) Implication: Fashion designers and brands can leverage the satire and humor trend by introducing more humorous and satirical clothing items to their collections. - [Fool-Proof Vino Branding](https://www.trendhunter.com/trends/wines-for-dummies): Learn the Basics About Drinking and Food Pairings with Wines for Dummies (Category: Lifestyle) Implication: The Wines for Dummies collection targets the wine education industry, offering a simple and approachable way for consumers to learn about wine. - [Defaced Designer Storefronts](https://www.trendhunter.com/trends/kidult-vandalizes-marc-jacobs): Street Artist Kidult Vandalizes Marc Jacobs NYC Boutique (Category: Art & Design) Implication: 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. - [Pretentious Personality Phenotypes](https://www.trendhunter.com/trends/designer-stereotypes): Core77 Breaks Down Designer Stereotypes into Seven Titles (Category: Pop Culture) Implication: Product designers can capitalize on the diverse preferences and work habits of different designer stereotypes to create disruptive and tailored solutions. - [Haute Cuisine Chews](https://www.trendhunter.com/trends/foie-gras-bubblegum): Foie Gras Bubblegum is a Gooey Alternative to the French Delicacy (Category: Lifestyle) Implication: Providing high-quality meals with unique and daring flavors for big spenders. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)