Estos de días de rebajas puede comprobarse algo que ya es evidente en el mundo del consumo: ya no hay barreras que distingan a las clases por su capacidad de comprar tal o cual marca. Hoy en día vemos Ralph Lauren por todas partes, Touaregs hasta en la sopa, Burberry's es para ir a la compra, todo el mundo esquía, todo el mundo tiene segunda residencia, etc.
¿Dónde está pues la diferenciación? Bueno, a las marcas no les queda otro remedio que "tirar hacia arriba". Sólo lo MUY exclusivo sigue siendo exclusivo. Unas pocas marcas mantienen el sello de exclusividad y luchan por mantenerlo, básicamente con políticas de precios disuasorias. La gente que tiene un poder adquisitivo alto quiere que se note, y hoy en día es más díficil que hace unos años. También es cierto que jamàs ha habido tanta riqueza disponible en la historia del mundo occidental. Desgraciadamente, Africa y ciertas partes de Asia siguen tan pobres como siempre, y mientras nuestra sociedad siga la política de maximización de beneficio, van a seguir así.
Las clases medias altas intentan tener productos que les diferencien, pero que son rápidamente fagocitados por las clases menos potentes. Hay casos de libro: las camisetas "El Niño" empezaron como un icono de cierta clase social. Pero cuando se expandieron y entraron en grandes superficies o bien fueron descubiertos por jóvenes de otras clases sociales, y éstos empezaron a lucirlas, los jóvenes de clase alta dejaron de comprarlas, porque la marca ya no ofrecía ninguna distinción de clase. Seguro que hay miles de casos como este que confirman el postulado del inicio: la democratización del consumo está aquí, y va a ir a màs.
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