Is Digital Killing the Luxury Brand?

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

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.”