TL;DR – Yup. There’s a hierarchy to this too.
You know your Chanel from your Coach and your Chopard from your Cartier but, not all brands are created equal.
HSBC managing director Ewan Rambourg created a pyramid for his new book to illustrate the “luxury power ranking” where essentially, it shows the hierarchy of the different luxury brands from around the world:
He also points out that brands like Louis Vuitton and Gucci are facing reputation problems as they have “become too ordinary” because “everyone has it.” As such, less well-known labels such as Bottega Veneta are getting increasingly popular.
Interestingly, Starbucks also made it to the list, being classified as an “everyday luxury”.
Which probably explains why that signature white and green mug is often quite a big thing on Instagram.
(Cover image via)