Buying Again!


The ‘Frugalista’ movement will continue through 2010 but watch for a growing backlash as our yearning for luxury, indulgence, and designer logos slowly reasserts itself. Brand diehards will end their deprivations and re-emerge to indulge their special interests while cutting back in less significant categories. We won’t see a return to luxury as we ve known it but will see smaller, regular indulgences in both mass and premium channels. Watch for marketers to appease our needs with little indulgences like logo-covered t-shirts or super premium hot chocolate, as long as it’s fun, proving that it doesn’t have to cost a lot to mean a lot.


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