Brands are just going bananas trying to get rid of their own identity for some reason. It's the same as Land Rover(JLR) announcing that they won't call their cars land rover anymore, "because customers find it confusing". Apparently according to their spokesperson "no one says they own a Land Rover Defender, it's just a Defender". Like.....everyone ok in the head over there at the HQ?
Fundamental shifts in the market -- i.e. the "K shaped recovery" where the poor got poorer and the rich got much richer -- require brands to start recalculating who and what they're marketing.
A race to the bottom but also a race to the top, and requirements to re-shape what those brands mean as they reach to those segments. Definitely an issue for a luxury brand, too.
