With luxury-goods sales tanking, and aspirational consumers giving up their aspirations, luxury brands are trying to figure out how to justify the prices of their wares. The goal is to reassure customers that the price they’re paying for that handbag is worth it, because it will last and comes from a great legacy of great handbags before it. Selling a lifestyle with images of models and bottles wearing diamonds on a yacht doesn’t usually work in These Times. So expect to see more product-focused ads. [Big Money]
