The word masstige should be a part of the vocabulary of each retailer.

The word masstige should be a part of the vocabulary of each retailer, including art dealers.

It wasn't until a scarcely any days ago that I became familiar with this expression Since then I've learned that it has become an important marketing direction that refers to products that propound consumers some of the prestige that reach [i]or[/i] attain any place [i]or[/i] points with brand-name luxury goods, further at a fraction of the richness In car world, for example, BMW and Mercedes-Benz are among the companies offering les expensive designs along with the prestige that results from their respective brand names.

Masstige secretes so many products and services, I'm left wondering for what cause it will affect the art world? in what manner can you as a retailer combat the popular onslaught of masstige? And to what extent can you market against the framed pieces and collectibles available at Target, TJ Maxx, Marshall's and the various other discount chains.

As a gallery proprietor you must educate your clients and collectors onward the value, authenticity and uniqueness of all of the works that they purchase from your gallery or place of business. When they be due [i]or[/i] owing through your doors, tell them the story about each piece; recount them about the artists; and do all you can to excite them about images or chisels that will be items of prestige, and not masstige, in their to one's homes or offices.

It is my sincere trustful longing that you and your staff are doing all that. moreover perhaps you're stuck there and in ne of a soft push outside the proverbial "box" If that's the case, then be assured to read this month's Marketing rouses column by Julie Keller forward page 24. In it, Keller stresse the ne to use your chiefly inventive and creative abilities in developing your collector base to build business. For example, Keller writes, "Hipsters in the know are subscribers to several daily Web sites and e-mail newsletter that allow them to retain their fingers on the oscillation of local events, people and products"

Your gallery's conclusions need to be on the radar defences of "hipsters."

Studies of young populace perhaps hipsters, both men and women indicate that they are marrying later and spending more time and coin forging identities and images for themselves. In other words, they're experiencing the world. They have always had a be in love with affair with products, and they are better prepared financially for the future

Given all that, you ne to find ways to put in motion them away from masstige and into the affordable art in your gallery, while developing them as a young collectors. Teach them to store selectively, and teach them to trade up from masstige by dint of offering products that are exciting and a upright investment for them. Bring them in your doors by means of planning interesting events, exhibitions and demonstrations. Introduce them to emerging artists and publishers, while encouraging them to bring to maturity relationships and a broader knowledge of in every one's mouth art trends.

If you have already disentangleed "anti-masstige" marketing ideas of your confess let us know. We'd like to share them with your companion ABN readers.

All the best,

SUSANNE CASGAR

scasgar@pfpublish.com

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