Les “Récessionistas”: Tartuffe des temps de crise ?

Exposé Marketing & marques Marketing luxe

Date de publication :

02/06/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

6 pages

Niveau :

grand public

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Validé par :

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Sommaire :

Sommaire

The world ''recessionista'' is, by its construction itself, clearly linked to a temporary context of recession
1. Is this trend really new yet?
2. Thus, the trend ''recessionista'' redistributes the cards of fashion market
3. Can we however speak of a real reallocation of purchases from luxury to second hand clothing?
4. Aware of their non-conformity to the ''recessionista'' trend, the luxury brands adapt their marketing
But Tartuffe comes on the stage when the ''recessionista'' trend praises a ''New Modesty'' or a ''New Humility'' allowed by this new clothing norm
1. Consequently, for the ''recessionistas'' more concerned with their action and talk consistency, the style ''luxurious tramp'' is also a ridiculous hypocrisy
2. Coupling to fashion moral values such as modesty, it is taking the risk of creating a ''fashion police'' responsible for distinguishing between true and false modests
3. On the behalf of Modesty, you can judge people but mainly shape fashion!

Résumé :

"With the economy in the gutter, fashionistas have been forced to reform their ways, because spending a fortune on clothes is out, and discount is in." ("Recesssionista: Trends on a budget", University Daily Kansan, Nov 20 2008). This sentence rings as a recessionista's manifesto: since "fashionistas" are out, welcome "recessionistas"!
"Recessionistas" are "ex-fashionistas" reconverted to non-ostentation consumption in a context where almost everyone suffers from the economic crisis. Indeed, the word "recessionista" is made of contraction of English words "recession" and "fashionista". However, as this first quotation shows us, the change is not really spontaneous ("have been forced") and its moral connotation ("to reform" belongs to the religious lexicon) can mean that "recessionistas" are the tartuffe of crisis times.
Do "recessionistas" trigger of a long-term change in the consumption habits of fashionable and wealthy women? Or is it just a temporary and hypocritical trend that will vanish with the end of the economic crisis?