Everybody wants to be a premium brand in a tough economic environment
In conversations with executives this summer, one consistent theme has been that everybody is trying to court a new demographic that’s in a slightly higher income bracket than their core customer. Or, they're grappling with how to get their highest spenders to spend more. Here's what's driving seemingly every brand to try to position themselves as a premium brand.
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No single quantitative trigger surfaced in this report.
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