Tuesday, December 16, 2008

It's time once again to talk about Faith Popcorn's predictions

I just read the story about a shopper who hid her Hermes purchases in a plain bag and I'm trying to figure out what it means. Does this bear out Popcorn's prediction that "We’re shifting from bling and flash to no-logo apparel and accessories; from having the latest and greatest of everything to learning to live a Simple Life?" Maybe. Especially if "Simple" = white paper sack. But I don't know how any of this squares with the "Death of the Consumer" or "shared values."

Meanwhile, there's this from the NYPost: "'This is different from the latest "It" bag or the $1,000 pair of shoes,' said Alison Burns, global client services director for JWT's New York office. 'That's because diamonds have this remarkable store of enduring and emotional value.'....Consumers want to feel good about their purchases....'People are asking themselves, do I need this, does it matter to me, do I love it?' JWT's Burns said."

Which sounds an awful lot like this: "People will have to prioritize their spending, choosing the heating oil bill over the 'it' bag, filling the gas tank over filling their closets. They will still want to look their best, and shopping will still make them feel better in this tough time. (Small Indulgences) But when they do make fashion purchases, they will be more careful, selecting apparel and accessories that can be worn multiple ways for multiple seasons and/or items that are extra-special."

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