Global – Luxury brands are shunning excessive choice in favour of a more singular experience.
Giving shoppers an abundance of choice may become a thing of the past. Backlash Brands are imposing their own point of view on consumers with a take-it-or-leave-it attitude. Shoppers at Per/se aren’t spoilt for choice, but that is the point. The brand makes one coat, and one only, operating on a two-month product cycle. ‘Choice has become second nature where we feel entitled to it, but more people are becoming attuned to asking what am I doing and why am I doing it?’ Hardeep tells LS:N Global.
From bookstores that sell only one book to a beauty brand editing down its skincare line, brands are offering an antidote to the excessive level of choice we now face on a daily basis.