The Desirability Gap: How Mass Market Brands are Repositioning to Compete
The brands using repositioning strategies generated on average two times more impact than those that didn’t.
Mass market brands are repositioning as a result of being squeezed from both sides. Launchmetrics’ analysis of 50 mass market fashion brands found that those using premium strategies generated on average two times more Media Impact Value® (MIV®) of those that didn’t. See how Gap, Zara, Uniqlo and more are premiumizing, and what this means for brand standing today.
What You’ll Learn
ABOUT THE REPORT
How Mass Market Brands Are Closing the Desirability Gap
Today’s mass market landscape has shifted, meaning legacy brands now face pressures that didn’t exist when the industry began. Standing out takes more than scale, and the data shows a clear and deliberate response: the brands pulling ahead are the ones repositioning to feel more premium. Across partnerships, creative appointments, ambassadors and cultural stages, household names are borrowing the codes of luxury to earn a place in a more elevated conversation. And it’s working.
Such premium brand strategies enable brands to attract key consumer groups, differentiate and drive market share, but ensuring their success requires asking a sharper question than how much impact they generated. It means knowing what that attention did: whether it moved the brand into a new category in the minds of consumers, or simply came and went. That answer isn’t solely based on the volume of coverage, but on the substance of it: the themes and associations that reveal how a brand is really understood. Read on to learn why measuring the meaning behind earned media visibility, as well as the visibility itself, transforms repositioning activations from instinct into something brands can strategically build long term.
What You’ll Learn:
- What today’s mass market landscape looks like and its top-performing fashion brands by MIV.
- How partnerships, creative appointments, ambassadors and cultural stages influence brand meaning as well as visibility: featuring real-world case studies from Gap, Zara, Mango, Uniqlo and more.
- Why reading qualitative and quantitative metrics together is what separates a one-off moment from a narrative that lasts.