From Prestige to Value: A Trend Reversal
FINDING THE RIGHT COMPANY
By Jeffrey A. Babener
Excerpted from Network Marketing: What You Should Know, Jeffrey Babener, Legaline Publications
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We are coming out of the era of the yuppie. The 1980s were referred to as the "me" decade. As such, emphasis was on "designer everything." People were willing to pay through the nose for any product with snob appeal. Billions of advertising dollars went into creating the perception of class for products. Premium dollars were paid for designer jeans, BMWs - even upscale hamburgers.
The trend has changed. In fact, it has flip-flopped. Americans now want value. They will no longer pay for snob appeal. They will, however, pay a little more for quality, convenience, and service. But most are cautious in their spending. Many are unsure of the economy. They want to get the most value for their dollars.
For example, in one Subaru commercial, the star of the ad says: "Don't tell me about wood paneling, about winning the respect of my neighbors. They're my neighbors. They're not my heroes.... I don't want a new car every few years. I want to save money. I want to have money.... Give me the facts.... Stop talking new. Stop talking shiny. Start talking sense."
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