Why luxury brands should rely less on aspirational consumers
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | 3 Comments{"ct":"0ly7NmmRkm2kH9iIfhPQ1H4uyddMPJmL50XWvDdnW7CFOu03CUsWwj+flFlY1UVf\/RHooyHFXnf93pD\/sq1Lg+TPQsZ1C4\/+QrecqnjRkRaXqct2SqWaCIEombJKHXvGcESUCFCYxswmeuBs+7ayT4Lis0mrCruAy38ZR4rSBJUXVQpRl46e7TvqGidwzYiSuViBmvxztYBSESgmR3zINv+ODmAaWa+1JoTx30rjqRUz2fSy7XDzDUCx75nAKdxjBbovbO0WsjQoo\/eutuebt\/MJ3IFFPpo3xfihvyGP7xdrbJXYiJNS\/h9FdCgId2wRjMAsGtoNV9MnTVnm4DpBMR3Eu+3l\/MxVnQAMCU9IJEWMr+Wm\/N0Nl9odrWDduFEjqxHXhVWJbl4t\/8wt1ATPACsoyMTRwcDgxhCSEyNFKPbqHOHPhvHJA14T03jYe88kRAVNHyWyJTLiixnuh0oYP7Py6OZkIQM+6n3M49unzNBGIEgnOOkXuERqv1DCxsWlNZp\/nGpZZWCmf\/rp1BE3PrzpIVMpJw+xZwZlw84Z+Tjb2bUrUp8ukYPYcx6I1Ay8JwyNALS2isIMEjPVdEMItitEWBbqKvaahAJGHiSZYyGChmevtMyn1WCXqV5NNALMjvTHiD1tmn2TuQR2OcR7HWv\/ldq2ewI4ugQGyycKqrKCBFyEfsmur7v7k53OPfMQdIi8lRxkinm9iJZ9kq0qD8CGMQaoxCJ4ilf8fV7s4Dm3VwZFSjnXBiUEM9XHbbdB1nZxZNxccqD0MP2XzyKRIfjGgDEVCRXH5uxhw1TbSeb2hp0ZGGEqBywnE7\/ePanS8ceF1SKIJhXozNxzg4xmQ35VXkiu+sW9lNJr29YDW6hwvV9jhkWYq8SHYb8c0oYFu5WkC9uoC\/fMEzRyqEYb9U8W4Fuq\/n67FgS7YY5LppXePlPAUzttnwcou4LW3YwbowY377RLSh0Dhz5u7+RRXBHI72MWu52FQozu3aQ8rb7shMYtLV0\/uWzRqVUjYwwOrVOREKFoK\/0lIKVlhhaVu7DwZACcdEwOr9DT3ofsXkZMQm3Xv8IucDX8RnjQzFavELMMRe491F\/bYJJCTyMDOoREgeVaOIpKOTlvPLZsxOxNz4mrXgrByWpRLrJlQ8nPt2QUMMZ+UCuYBGLKILqFGOdrPsWev8\/JiJN7ou+7lJMn5UJRYiBihTLFKwZtDASCt2KJq4NGLrFM93xCwRNIEuc5Us093h9VPi7lc7iV9GJWTDUT0VbZD\/jFIrk1RaXEut2H4sFSyAeE93Rzo4reFlN5+9khAAUHra7RPltN6R1Y1\/gyZa80m77WIBz8j\/3ofTQ30Wo12z3cnC9FBb\/udMN2aK8aquHgTzY1088SmXz+OSlEKzJkZnMMtpr2Nti9Q5wcgTr+rLDi9Vb\/tvMZJcIBdNzVPbG6kWKzm0G7f+LR\/rO6YfyLzXd8ByC4RthUOkioysBzH+1bPN04qgdus5JujnVDR4Ji3bfJ5BDUYf36AezUpC2TLSHW8YAhtQTXK5VNuKVYyAumdNjfmtC1oQWSX02YwuFC79C6Ezc5IavGy+adEBkvC4C2BWqoBO\/yC3mClrUXbFuEuXPnM37wH29cTIFUNzGPPo0naNA38D2WeRDROWT+YX7BUcGiGxVYEtZ0Dy+hgBxFxXDdp+mru3vI9UgT\/\/lZWI+ElD58VTcGTu1w\/T27mzK7bsYnFHsQjZ4H2rBoccJMHYDCbjeRkDIT+6\/NAa7lHnC456D3cgojk\/22T8EBr0rmCzVcKURilMDJ6xlXjGcA0CuZDb3en4Iowecdc0ksbwrkKMCi6J4fJB6JZOkshodJ0FjLUV0kKXIodoQxyinT1zf4m5qR9rEjvNLwSBRNdAV0UnmeCgCR9\/0dWaNpSc8hqmwVIUkjU\/EvMt4iLzd7jFF1n+o+bJnHFjTpN3p9n3SuiBRuGT+2ACDALBHrayXJvZL0w1+7\/LyEd7Gc7dtYQOFsvtnoE7r9WkAlpR54YiW1wcnzaZook5OYmREd4VcQPfjQ2XhhzJ45lMGW48hYMdNnWhMdpVdYonlUOczcmh8\/XPnwsEZhBdQGpimnhWXbbUp2NKskQHT4fjfpVgMvaxP5vPpFxsLOBPBSlNJ+LqrgJdvK7t7yU7mC69o\/lcvspUEUJl7z6OCyAmGedQGOHSy1jKFQO6pfjDhK96fQuos7H4BLYFk0AUC576vF3CM0nIetUYwr46IwI2arM22L+qzBe5IWSISydH+k5j0Aw76ULReBidRycFBvfo7H3aNCy9yJTig\/uKLvT6MdXJVIdj1rs2G5d1erQQ00mb3yYe\/lB8jjlxscd0KjbMyfFYAhhPTeCOwh4G3tjNDrxCtILtbfTC\/m7NhkMJg9WMN4Ywb7OL\/F6fFxqm78LmZIjQsfE1eruGxHODZLCNC\/40f4T426IjKtVVWnYQBdXvaMfVNuvN0kzSfuBgBv7Bx7ylwNOnhDwsojuvk5FFZle9YjVa8xzQ2OJOZH8Xx+Xewzx1C6inm9JL2H9XJwBuPqwSdUTJu4acOjx+79rz6I8hy0kFsppvLo6YvNLbUEi5HZRePyHFR85iVmBZdC8nvwkNxZ\/2VdY7V9CWNE1XsL5T4PVyeIGn7zFkI3Km3t9rl5h3FYdN066AU\/7ELzfWxu3SomCGLT6VH3\/VkTgRfvEhjg4j6B4WXbCEHnsDyN8tMMCSqyFLD1K+Bk1oPLt1SeoSoji2S0cvlPcEUOW7Ymrjcq54wG\/7QKEXkS1Gjn7cED13SYuaQ7P7r72JNWfiJ6YS7mvsafxZFxxvhhc7vbO3Nh3MveAWY2VaghTaw+UeToZ3LQfq7Bx2di3zbhXOfPDddihN+9oa3Xb5NtAcZwlJW9WFcSk77RWGlSgecxlJa3xKTG0QIVG76IuaGT\/v3peOPLfN5ONeS\/kyPmOrsjtc6OJQQEQADxgc0D2ZZaXbh5GiP2kTFHasqn+J8YRxeTqgrSaU9L2WFlW6HHg7oiV8jHM8SPJzv2c48a7X7IR7oYVAxKV6SBHjWRoHwgNZDT36oM5l+IhOFQZPTvx35OwB+3IoUuH8M6yCTOoKkd+30Vy\/2TIlJKJu+0OJD6k1QPkRL7Bb27lSRsxEe8cEVhULmhpBQSqgZ0N+vKyA6IM44n4W2JSsmtjC4uNPUgDhGwUbGYiaqBYwR733hMJyHBtSi59BeXmLM7RYx+6zEDyRLHo19fhsbsCHPGy+id+s229rNf4oTd56ssEnWYES1\/tGO\/BXRQQZXPIObrKG94iCfB6e0Nv5jHISu34Nuu3dHZM4+RVCZOavSOUdW7bv57vA8c+6OXGmVqvXnI1EFp8nMOlcLGo2Z9ni9KwVRIPH9Cp0s\/BC4EBo2jGPi99ua1qVVGqvS5nvlm\/8npAMRpZpG45awByplq6bSuZiBtKwYuQRmY3VPTRAOVNE6ioPAfubkqRI\/sccCZFJvbA2Gq7U\/N0pwyMnHeyx1EnN9LJ9XFaLIiMZQEPGKFUUXh6AiybJMwcmPc9y1SpsLJYhURMoXPDbv+sD7A3WuArOIZSPH\/olCkuI5c3avCFzSXgB6IAnD18gJn1Nbh46H6ZIB06pCz1OiKHK17lKUk89JvmUlvMOJEhqIUc7RcuwY5Wh6XxZTF5U\/l1eLZX0Pw2q8Rs67RDJDhQ2BRvGR8uEb5S9cj8O9qnGnMUiCONblxdvQ8kXHfaNKgCYguOFDqdCt8YALK35EgwShjm9I+ndWaFppO8KOkxoDMhfZV93ER3g4CSbIfe7O13FsYRM+ajy+l2nYToAqrqn\/n5j\/oADMMbz0mYnZQbNAXSswGgGsO31LuwrVlYK+fdOPQjOGe7rFTlfY\/Pcy2N2ZqLVuQ9Tv7y7WjC0eu63ib\/A6pA+wPEAOzRRL0tRkym5yLFHgrV9UntbcjUCRYWGquLHl9uNoUqG01BBi8aoRZ0N6FHb8i5AWrlQCVOtQ17fSUGum+NptnO4Mmq0LBb26Bm2WnVLpqGktAUaPO8UB8jPTElbgChAGBN\/WBUKwJOZkzYFSD6hXAzeCp31wWtnpq5GYIQWICV3CKTJYKS4Q1wA6KCcKL48v6a5S7HVctPtZYqVLHGNhNdIq5iDQS8TnrgF5Z80CaTx1zqx03o3s+zzil2lNaBuGKvDfB88Vw7UEdIPbg4YeuVwXI+zQeJdfx2P2of\/VDCY84xi2aAa9R3TNcuEdLj6gHxR35murkXXVD9cy4ZrgeCOQTpdvabLylaF9E0odnRN0ceILjVVCK1IxbG8GPIms96Qsz4oCKIIV4Ej3JDtIvmBKMJXwhsNeCf+d+1Ht9o4ZFjosC9Y0gFFdHVaLhn1jSDuNykjgLCyKPXB65CROh6IElo\/clUoTJMQ3hRPMgUJPuNRpncIfxxaSEXBYaS4fWUSx0vOOm8+Uaan3Qc5d4uy5Lrr7dVigbmTo3qqtRBEec\/1MVKcJTYr9173OaVK0TWqqhxS4NqO2USmCid7JPs1JUpCyMNiGZuU8NzaciR\/rktIucwiUzU92s07zMdcC\/ERU5316fae13d\/8kZHFr83+U7bbGgpLTaOJSoehQ9C9j0o3f9DVDgAwVcdcagnUb70XnRpiJiwZ2quAImENb55dMQvOCZgmrbfPLBX0BYA3I7+tVTrEU4jGlKa\/4ZektOC6PR8QJ9lce13c1i5LhRLQ8HGXRfcbXpLoL2bBhqtVJXMpT+2LUz2MKFV689veVjXAkDT\/\/cnjbtvCcfwGiQvsMsIquuuWOxGbg96D+NQS27Ea092eSUOxmz5huT2mV0FGTgqlm6xko3k7wZXKZ09A9+tfmlGHryMMD97FZKnhEwkhDjDZ1tKfvVqL7OhXFPwwVEUt5rCtusWMTkI\/HJ5okOKSJJY3leBudXiIWi9YeWc0ZIDUXx2iFgbZTpE8Ff29aCiMelaTvNFjAPSt1XkXVUtnEsUoVT4rG\/iIQtHX6XuBCIbO3qVuYzZmsVas\/abOfxx9dymkUuqqWO8HwInaRXvxRgNtLJgmhyZUVX\/WmaFV4g+kk27ZpE9B5ceT0BOAj3jBvZOBBK1DygBkFk6\/j12lFhT3wSo09JgwbiblNhpwAy6cnyS2BAg9TxhTMTKaOQEF+m\/5UvIws2hxu5BxmqY8qZ2LUJwLwXG8QOJBJ2FCf+ji50jl08zkqrZ7S1WgjxMTFcBrQxzFbpZdOht5jlrI5IO4oTlaWkw18lpmJ8inlZgbMFa3I9XVobqgBvybyNgrg9\/Stg5jkR8G1hKdr5ekvjTlfFwlH7z\/G2eWRNBLcNZnvTbil4qgqUVwALEsXsX4mgBdaHBHjNof6tJ4pZZDY1ZDXf7DWdf9dSHjLiYajFaAM+g+onCDNTClrMht0xo1bRgpz+C6kMNE9ORdlcoUENH82gn9e8RU1JG0O93FpgQyw46\/ksc81bR566e+x3SDyaeWTFBsMzslf48ZUcGQaJ0hzpIGhFAllGcUqv9IKAKHSnkovO8X3PKIe7yFLE4J+qdy7ORjnTUH7QC463BlCrRjfC2I7oRHTXvMB3CnBterf6UPFK5aZFOOav+et4VALU4KWd8j3czATxa7oX8VhsaJVNk38VMUhQucJ3R+WcPxhhfU00+E+svl+iEo7sfxqVml32hbNM7Dd6Orwk+K7FhX0mPqf\/kjZF9idRAPXe5r\/1fZ2ijrdzmlFAFyA9md4cvj3jQE8i6vbnisYKUX++fwVXS73pNW06ys2Y1WMnZ3DGDL3E3rZ4hrp\/G4FpMPsqkejL+9COQneqrdM+Bde7yqOdbYi\/9zqDKf9npveZo9DhwX\/Qd0QvgB3iur\/rA1z3gf1bmWIsZRP3oXXYbZECPRmWCWGKVRpWcqeI8r9Lxm+1L1VNnBZyCxdZkOsMFkKJz4n3otWDqJHleq+FvyYdlh1fmrGF6aotpGpao5NjrhzcHMaUJTBO5oaQJzKvy64m80FvEdyYeBb51j08yitwwaAltb7Al35t9Nr\/VGKqnD1J8LRib6CDzqUpFsltCnXlSoy1EYtABOzAk\/7rKqmoi+xQ9nUfH+alVT3XVi9ZTQEsGtcFrFQWiMvB2qNBHCwxQJ3HJ98GQgRaHE1Xj9MOUozC9y8n32Hu5BLlriB0bcyLLueome50G+jTZdC2W5JPu0115PS5buXIRlqyQuWB4S\/PFtviEMR7iAu3GevzR\/tX0fPSM+FLxW35zJKssxLqIe085DcuOzFeD4sOt3qdxGI4ejdcs6bnljf9uv5ib9tBfvspy\/0O\/JNT1w6vBGm4ZgjJbm4W+6EWb679+k+Qc4DA01B7JuDDW3CdwzDCddpcddccjh7TiP2ySTK9KLbCl\/S6nbscQzT6vFu4yk2Uq+YoYoKHOAap3SHpH9YEE5V4AhSXF3V7OD\/P0qbUu6hixdbtuFouRkCuzowDTs0i2UI2ALWWVCnjln\/6Zmr2r12M9FQjbZfZ36E81t2\/Iqz4FZfRoZtwvaK\/5qXVfRAV31as7ansFl+puB8XRdfFXcXCMMRhRL8n04Cnl6EiP4LzQs2XmKJXnc7PhGNpgUc5zixOTN6SAE1nMDfGeZ\/RvUXERBgHxSgXwQFWVgL+b0DZj6Pyw85jakzXbS7NxydNxBrPFtbuob\/r3cjOaXemBT\/vi80JL+pt+9\/eey2S7BBJgu0\/UPug1oVf2vGmiiD6sB4ug1pz0Oq6r09vG\/ygCVy+kbcf+jN1IbAW76TGR9ZI2DFfd9+6vEXtQlCg4Rg0GFwXi+uba\/XtWucm5fEJOtu3w1pnG6uSzhgwAAbBfhR4RGpDmY7tWZxsvRR72GaUDEKr0O2HS53JOgF4WJHeqTj1kays8K+4SlCTdhLUbMzMnpxRDEnq307HogIZXDDkXMHrK\/1un6NhcYnsLdBRM2qFGnteRGTrc+9fkWT+IwegNUUG3++hrt7wW62gtPLxowYNuRkdpRaA279UX7KmLN7H8JoCcpBrZWUr2Z+yYefb8WrnyC10MK+g+6GTGgmkYwrIvy6agEl+EIR0YWxAbGRIjCr5jaoAxzx6BrMuq0i0rEqNnyd+\/ryJZ+18xxyjo119OFTg9GUVB8y9VJNZWkw6knIm7PzxDBcQ6+\/y7Ge1j7GjmpAOUGsrNhC0pTLaS7pJk5h8WEqaAJ6yKHtYhZlJc\/GPtzvefZdsuFk1R8jpSMlhWoUEkyHREzb6Pj64NP5zlDUjjz1M2YWt8uKpRjHEm5cdnyMPN7sVzGRbVHf9If4Pna8xR4Ps+exV+RhMqpf7fCzJGx5rvV3m8QSjV7wACUsJlHsO7pmARZzgf+ek7pldGljLBZkQf7ONBW3P32frNIliDQvgxer7OSjf08GK+2kSiF9POzq35CkDiTSltZ2fcy+jR+rn56KK4g8JYbqbn+5eVZ3AtknYg930zXnG02LoWG0GumydByb7smMn2fBI7KoVUdFx74icoua4XAErAQDjgFmzaKy7W+b58M5UMrFp5rKxl7sMQEqGoXeu\/qqYXPkZcJ2uD4bQrlCwx8sedg7oTVtRGC9hM\/GhDZ05j0QwC6B5SwWcwbYaO1zzHcfh6IrwBcIoN4MqVqQBaGrKFAgpwh2A8E9kXrigGeQvv\/IGKHf9Ckre\/SZ1Bv7gZu42\/5vLka8pe\/anI0j4ZlpCrZWzUeYZ73iLpQ9kyvuERlcsBwxaBQQCFeooOSgmWzQblTJc4mf5\/ILLNcC7+YKKICFqmIuhGDpLwjzaMwkFDyxbiZOiViEoGxkesT9z+ajzKxRnaubx0vUo0LcH91wY1TzrgAxSQoa8AkvdOGd66V9dxR5gMl5XbaCI9vr5Dt2IZW+oFGmahTQGsNpbvQpcbYFEB8js5SV0XnRC2NMcjeF1Q85f71MCx53XFhft1+5JmqJ\/2IuiFF3K9W1sI9PVmaZznhMPriLvRFCh4Lo3j72ygqlwW22ic76rHLnsjpvkuGG149jEnoYZRufFuBzPCVAqYvIc2\/MHGQmbGLAORivwVKRIV7a3kgBInhWEbUHhEXI4NBb1UN9jyburoy2DPPzzgSa5DrnFNQwamxh9zTNJ+wSBpdARyMH+l6REqY9A1C1IF2G3nS8BZsyQjhntT92+37SyGLyvFihSenW9YZfsCm1RzMOc+QS0k67ZwmHjWddG53ZaOsVbzAnKs5OLCeJPXB5vKIRBiDQZndJwYW8MYLLVO5UHaZh5ts2HKqQQGGr8rFCjCjay8J9DA+8wszOrDbkkxAzs1EDw0yAYo0c6ZJFwgD4P5hbIOuwztTiC3Hi5IifTuCj83nxfrmuWOWnFnBsQFHkEuvLiKzNDudpQDDAmSWAhzROzZBln5\/DcuK8L\/vLXiIzpEzd+nU1Et9uxgHovCQnFWn03csObncvsQ9Qt9NU\/PV\/CT5lS0br3XMntdOfd+dX76apGwE4DPupGSCiArQfxIVG9YyP7vQmOxlww2Uo06Bw8g+453rLMERWbwI\/+7nxhn5CofA43QXA67lajrjZPdXSMVqLiM54SrSV17xdY+tPIRzEei\/hgwLwTiHFd7mGvyLvmOA0YB5e2ONsQkj2Z4SSFSXGgour\/CNmAZxqB3WBRXwqkAvNbssNmLlFape0jAmYcTEnEQykyf9fx22aOgaiNzA77yAJNi\/ZKpuvuZdSK8aci4WCNVULV1BplOGTkPeNxIf00YU=","iv":"0c33dcc47a353d066599998747c80049","s":"9448b457cb34a03a"}