Masstige Marketing: The Art of Selling Prestige to Mass Markets
Not long ago, getting your hands on an iPhone soon after its release meant waiting patiently in long queues outside Apple stores. While that still happens, Apple has expanded its distribution channels. So much so that in markets like India, people can order iPhones off of quick commerce apps that deliver them in minutes. A classic example of what the marketing world calls “masstige marketing”
What’s interesting here is the contrast. The product that was once hard to own, one whose popularity was built on scarcity, is now showing up in digital baskets along with bread and eggs. The important detail here is that for Apple, it has not been about cheapening the brand or making it too “commonplace” but rather about boosting accessibility. In fact, more about meeting aspiration where it exists – on smartphones, through digital commerce platforms.
The shift is bigger than it appears. Luxury and premium brands are no longer content with merely serving the elite. They are experimenting with ways to keep up their prestigious reputation while reaching mass markets. And that’s what this post is about!
Masstige Marketing – An Overview
Let’s begin our discussion by answering the one crucial question – what is masstige marketing? The term comes from the combination of the “mass” and “prestige” meaning brands making prestige or premium products more accessible to the mass market.
But why is masstige marketing relevant now? According to McKinsey, various macroeconomic trends have caused huge ripples in the luxury sector. From seeing a 5% CAGR in the period between 2019 and 2023, the luxury sector seems to be seeing a slowdown in 2025. From shifting their preferences to luxury experiences rather than “luxury goods” to aspirational luxury customers not favoring expensive purchases as they used to before, several drivers have rocked the boat.
What does all this imply? Luxury brands cannot rely on what were traditionally considered as drivers of the sense of luxury – like scarcity, exclusivity and a steep price tag. Think purchasing the iconic Hermès Birkin or Kelly bag. Not being accessible to the mass market is no longer the definition of the luxury segment.
In fact, with demand patterns shifting, luxury brands are stretching their distribution channels and breaking conventional strategies, making luxury more accessible. This is where masstige marketing comes into the picture. The allure of prestige but available to the mass market.
The Psychology Behind the Marketing for Luxury Goods
To understand the recent shift from exclusivity and scarcity to opening up the boundaries and giving mass markets a taste of premium products, it’s essential to understand the psychology behind luxury branding.
- For about 60% of consumers, luxury and premium goods are all about durability. They are willing to spend more knowing that there is a promise of longevity and dependability.
- However, demographics have a strong role to play. Reportedly, the younger generation, the millennials in particular, are keen on displaying their status, and owning luxury goods is one of the first steps. In fact, nearly 70% of them are particular about “projecting the right image”.
On the whole, when people purchase luxury goods, they are buying into a culture. They are investing in products that they believe will help in their self-expression – a portrayal of who they are or want to be.
Finally, there is one other category of consumers who are crucial to luxury brands – the aspirational luxury customers. They are customers who might not consistently purchase high-end products or accept steep price tags in every single category. However, they will save, stretch or prioritize a specific purchase because it creates a sense of achievement. For them, a designer watch, the latest iPhone – they aren’t purchases but a milestone.
Masstige marketing feels most relevant to brands that wish to target this segment of the audience. They might have the spending power, but are not willing to spend everywhere. This segment of the audience wants durability, yes. They want to project an image, absolutely. But above all, they want accessibility without losing the feeling of exclusivity.
When and Where Does Masstige Marketing Really Work?
While we do talk about luxury brands expanding focus to the mass markets, masstige marketing might not be every luxury brand’s cup of tea. So, when and where does masstige marketing feel like a relevant approach?
The “convenience” economy
A Morgan Stanley study in the US found that consumers are often ready to pay a 5% premium for convenience. The younger your target audience, the bigger this number gets. In other words, the consumer economy is expanding.
Premium brands that are looking to tap into the convenience economy will find the masstige marketing approach to be effective. This works particularly well in urban markets with high population density and a strong digital infrastructure. In such settings, the consumer values the effortless experience as part of the overall brand promise.
Apple’s partnership with quick commerce apps like Blinkit and Instamart in India is a textbook example. Given that the quick commerce trend is exploding in the Indian market, bringing iPhones to popular quick commerce apps is a great way to boost accessibility of luxury to the mass market.
The “gateway” product strategy, when required
Some luxury brands invest in masstige marketing as a way to create an entry point. Entry-level or gateway offerings allow luxury brands to tap into the demand from aspirational consumers without diluting their high-end image or without stretching too thin with the rest of their portfolio. After all, luxury shopping can get addictive. Once a consumer gets a taste of what owning luxury products feels like, they are more likely to return. In other words, it is about the long-term goal of converting aspirational shoppers into repeat, higher-tier customers as their income and needs grow.
One of the best examples is Tesla’s Model 3, one of their first cars released for the mass market. One released to allow more people to enjoy the “Tesla experience”.
Mass market products like these allow the “middle class” consumers to buy into the prestige that comes with these luxury brands.
When building prestige through “principles” rather than price
Some luxury brands are all about creating prestige, a premium range not through a big price tag but through strong principles. An authentic story that connects with a niche audience.
This approach is built on the fact that for a discerning segment of the mass markets, prestige is increasingly defined by a brand’s commitment to social responsibility, sustainability, or ethical sourcing. In such cases, the luxury brand might find the masstige marketing approach to be a more practical move in place of focusing on drivers like scarcity.
For instance, L’OCCITANE en Provence is known for its luxury skincare products. But what differentiates the brand from the rest of the luxury beauty segment is that it prioritizes strong relatable values like its commitment to the planet and people, rather than embracing exclusivity or restricting accessibility of its products. The idea is not to focus merely on the elite but to provide premium products for the eco-conscious consumers.
The double-edged sword that masstige marketing can be!
While masstige marketing offers a compelling path to growth for some luxury brands, it is not suitable for all brands. For some, the very essence of their brand identity is built on uncompromising exclusivity and rarity, not broad accessibility.
In simple words, these brands operate on a philosophy where scarcity is the ultimate luxury, and any move towards the mass market is seen as a dilution of their core value. This delicate balance, if mishandled, can erode the very prestige a brand has spent decades building.
This is a risk that luxury brands must navigate carefully. The pursuit of growth in the mass markets can lead to over-exposure, a state where a premium product becomes so ubiquitous that it loses its aspirational allure for its traditional, high-net-worth clientele. This over-saturation can give a brand the unfortunate distinction of being “everywhere”, which, in the luxury world, can be a terminal diagnosis for its prestige.
In fact, recent discussions on why Louis Vuitton’s struggling but Hermès isn’t is the classic example of masstige marketing not working for all brands. Louis Vuitton has been expanding its global footprint with numerous store openings, a proliferation of product categories, and a constant stream of high-profile collaborations. Some believe that this has led to the brand’s ubiquity, leading to its perception being diluted among some elite consumers.
In stark contrast, Hermès has rejected the masstige model. Its marketing strategy is built on the pillars of ultra-exclusivity and controlled scarcity. This is one of the reasons why Hermès recently overtook LVMH to become the most valuable luxury brand in the world.
Strategies to Implement Masstige Marketing
After due consideration, if you think masstige marketing works for your brand, if you think that it’s time to shift focus to the mass markets, here are some strategies that help.
Evaluate whether masstige marketing will work for your brand
The first step is to make a calculated decision on whether you really need masstige marketing for your brand. This could depend on the industry. For instance, masstige markets feel relevant in personal care, beauty, fashion accessories, and even automotive (as people who might not be willing to spend too much elsewhere might be willing to spend on cars that ensure the safety of their family). In other words, sectors where there are shoppers aspiring for a higher quality lifestyle might find focusing on the mass markets to be beneficial.
The other crucial question is about intent. What is your brand trying to achieve by focusing on mass markets? Is it about expanding into new markets, targeting a younger audience, or feeling more relevant? Without clear goals, stretching into mass markets risks diluting value instead of amplifying it.
For instance, Coach had a different approach to tackling the growing competition in the luxury segment. Instead of elevating its price tag or increasing the scarcity, the brand started focusing on making luxury more accessible. The results have been profitable for the brand, and it has won the hearts of the younger audiences.
This video on why Gen Z fell in love with Coach reiterates this trend.
Create tiered product lines
Instead of slashing down the price or making your flagship product more accessible and thus diluting its reputation, a better way to resonate with the mass market will be to introduce an entry-level product.
In short, this strategy is about giving aspirational buyers an entry point into your brand while preserving exclusivity at the higher end. These aspirational buyers, when they get a taste of your brand experience, are more likely to come back to your brand. The trick is to design products that feel authentic to the brand’s DNA but don’t cannibalize flagship offerings.
A good example is Apple’s move to introduce the iPhone SE range. While the price tag for the traditional iPhones, the Pro Max models in particular, still remains as one of the steepest in the segment, the iPhone SE range, with its budget pricing, proves to be an entry point. A user pulled into the Apple ecosystem on purchasing this budget smartphone and experiencing Apple’s quality of product and service, is very likely to consider purchasing other Apple devices.
Identify the right distribution channels
To reach the mass markets, premium brands need to rethink their distribution channels. As we’ve seen, the perception of luxury is changing. And more and more people prefer convenience over long wait times or tedious checkout processes. Especially with the digital-commerce-loving Gen Z now becoming crucial to several brands, luxury brands need to focus on expanding distribution channels and diversifying online presence.
Burberry’s recent brand overhaul and its dominance across digital channels is the perfect example.
Preserving Prestige While Scaling for the Mass Markets
While adopting these strategies to connect with mass markets, remember that luxury is defined by more than just price or availability. Never sacrifice quality, overexpose your products, or target the wrong audience segments. When executed thoughtfully, masstige marketing strategies allow you to broaden reach and appeal to aspirational buyers in mass markets without diluting your brand’s core identity.
Most importantly, your brand heritage and narrative remain your strongest assets. Every touchpoint, from packaging and visual identity to marketing campaigns, reinforces the story your audience wants to buy into. This is where a reliable creative partner can make all the difference.
Working with a team that understands both luxury branding and mass-market appeal ensures your visuals, campaigns, and overall strategy align seamlessly with your goals. An unlimited design service like KIMP can help create high-quality visual assets needed to maintain a cohesive luxury identity.
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