Masstige

Masstige is a marketing concept that combines the words "mass" and "prestige," referring to products or brands that aim to offer luxury or premium qualities at a more accessible price point. This strategy seeks to attract a broader consumer base by providing high-quality, stylish, or prestigious items outside the traditional luxury market. The term was popularized in the late 20th century as brands sought to bridge the gap between mass-market affordability and exclusive luxury.

Typically, masstige products maintain a perception of prestige through branding, design, or perceived quality, while being available at lower prices than traditional luxury goods. Examples include designer collaboration lines with mainstream retailers, affordable luxury cosmetics, and high-end fashion accessible via mass-market stores.

The concept of masstige is driven by changing consumer behaviors, where a growing segment prioritizes products that offer status and quality without the expense of full luxury branding. It also reflects the influence of globalization and digital marketing, which have democratized access to luxury aesthetics across various income levels.

Critics argue that the masstige model may dilute the exclusivity traditionally associated with luxury brands or lead to overexposure, reducing perceived value. Nonetheless, it remains a significant segment within retail and branding strategies, particularly in fashion, cosmetics, and accessories.

Overall, masstige represents an intersection of aspiration and affordability, catering to consumers seeking a sense of prestige without the high costs associated with traditional luxury items.