Seems like we’re all trying to save some money. Here’s an excerpt from a Business Week article published last month.
- Trading down is becoming chic. The word “frugalista” has crept into the lexicon. McDonald’s (MCD) McCafé sales are up, while Starbuck’s (SBUX) are down. Subaru and Hyundai are hotter brands than BMW and Mercedes-Benz. The recession, flirting with becoming a full-on Depression, is reshaping consumer buying habits, as well as the product plans of companies ranging from Ford (F) to Mercedes-Benz, Burberry (BBRYF), and Coach (COH).
- But in the world of automobiles, consumers still find it hard to trade down from luxury brands, which after all represent status that was attained through financial success. “Many people equate the kind of car they can afford to buy with their station in life,” says independent marketing consultant Dennis Keene. “They wear vehicles like wardrobes…for many they are what they drive—as superficial as that sounds.”







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