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Master Mixers: A Master Class To Attract The Middle Class

12 March, 2014 - Source: Beattie McGuinness Bungay

The middle class are masters of mixing brands to show off their individualism and confidence. But how do mass brands reconcile their need to talk to the majority while also giving the impression that they can assist people in this personal quest for a style that's uniquely their own?

The trend for master mixing

As travel, trends and trappings of status become more accessible, more and more people are able to afford the brands they aspire to.


As a result, the role of brands in informing identity in the middle class is changing. Your class is now signified less by the brands that you buy and more by the skill with which you mix them. This has created two middle class tribes. There is the tribe looking for brands to be their surrogate 'eye' for mixing, spoon-feeding them stylish juxtapositions of fashion and home furnishings. Then there is another tribe looking outside of the mass brands who are failing to fulfill their desire for personalized style


This article explores the changes in how to communicate with the lucrative middle class, which many brands are going to need to consider if they are to be purchased with pride, as the customer curates their way through the many options that may be the discerning statement of style that defines the demanding middle class.


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