What Is A Suburban Status Brand
A Suburban Status Brand bypasses the very top of the taste/status hierarchy and goes right for the mass affluent market. Instead of using high culture nepo-babies like Sofia Coppola or Lily-Rose Depp as the “tip of the spear”, they use mass-culture influencers like Bachelorette cast members or Utah mommy bloggers.
In the traditional luxury strategy, “status” trickles down from “cultural elites” to cultural gatekeepers (ie legacy publications, important retailers, critics) to mass affluents and up-and-coming HENRY consumers.
If you’re running the Suburban Status Brand playbook, you skip the elites and go right for the mass affluents. The status you cultivate this way is less durable, but it delivers much greater cash flow, much faster.
Some suburban status brands you might be familiar with: Stanley, Crocs, Golden Goose, Starbucks (post-2012), Michael Kors, Pandora (pre-2014), Kendra Scott.