For decades, mass-market brands have competed primarily on one factor: price. Lower costs, higher accessibility and large-scale distribution were the pillars of consumer strategy. But today, the rules of the game are changing. Inspired by the luxury sector, mainstream companies are increasingly embracing strategies that place desire over discounts, transforming ordinary goods into aspirational experiences.
The shift: from affordability to aspiration
Luxury brands have long mastered the art of selling more than a product. They sell status, storytelling and exclusivity. In recent years, mass-market players have realised that competing solely on cost is a race to the bottom. Instead, they are adopting elements of luxury marketing to create premiumisation — the ability to charge more by offering intangible value.
Premiumisation as a growth strategy
This shift towards prestige does not mean abandoning affordability, but rather introducing elements that elevate perception. Exemples include:
Design sophistication: Sleeker packaging and aesthetic upgrades that mimic luxury presentation. Exclusive collaborations: Partnerships with designers, influencers or even other brands that bring novelty and scarcity. Quality cues: Limited editions, improved materials and enhanced customer service.
By borrowing these elements, everyday brands can justify higher price points and cultivate consumer loyalty.
The power of experience
In the luxury world, the product is only part of the story. The true value lies in the experience surrounding it. From personalised in-store attention to immersive digital storytelling, consumers are buying into rituals, emotions and identity.
Mainstream companies are now applying the same principle. Supermarkets, for instance, have created premium private labels that promise gourmet experiences at accessible prices. Beverage giants like Coca-Cola and PepsiCo have released premium lines, not to satisfy thirst but to deliver status and distinction.
Community and emotional connection
Luxury thrives on community, where ownership signifies belonging to a select group. Mass brands are replicating this by building digital communities, loyalty programmes and campaigns that turn customers into brand ambassadors.
The result: products once considered commodities are now positioned as symbols of identity — a soft drink, a pair of trainers, or even a bar of chocolate can carry aspirational weight.
The risks of ignoring the trend
For brands that remain trapped in the price war, the outlook is bleak. Competing solely on affordability often erodes margins and diminishes consumer loyalty. On the other hand, those that successfully premiumise can double their perceived value and unlock new revenue streams.
Conclusion
The lesson from luxury is clear: consumers today are not simply buying products — they are buying meaning, experience and belonging. For mass-market brands, the challenge is not just to cut costs but to elevate narratives, create authentic connections and deliver prestige at scale.
Those that adapt will thrive, not as low-cost alternatives, but as accessible symbols of aspiration.
