The Masstige Movement

Masstige is a term used more and more in the consumer branding industry. In simple terms - luxury for the masses. In the retail market we are seeing products with an upscale appeal for lower prices. Target and Walmart have become Meccas to the Masstige Movement. From a design point of view the lines are blurring between what is mass and prestige.

So what does this mean for the future of design? For Creatives? For Design briefs?

Terms like Luxe for Less, or Beauty for a Bargain come to mind. Is this where we are going, and if so is it a good thing, or are we taking away a certain "je ne sais quoi" that has always been relative to prestige and luxury alone?