Is Digital Killing the Luxury Brand?

The democratizing power of the Web means figuring out how to go online without going downscale

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

High-end fashion brands have a problem. Let’s call it the “Kreayshawn quandary,” after the young Bay Area rapper made famous by the Internet and her hit song “Gucci, Gucci,” which has gotten over 16 million views on YouTube. Sample lyrics: “Gucci, Gucci, Louis, Louis, Fendi, Fendi, Prada…the basic bitches wear that shit so I don’t even bother.”

It may have taken a rapper to say it best, but the message has been clear for a while: Luxury designers are losing their cachet.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in