ABSTRACT
In-store magazine reports that online trading of high-end brands are opening luxury fashion products to a wider community of shoppers who, care less about having the latest Mulberry bag than they do about the social status of just owning one Mulberry bag. A creative eye-catching memorable different design is required, either in the packaging or the logo or the container, or the message, this becomes the engram. Marketing should be of primary consideration for non-audio or visual engrams: olefactory and taste would certainly qualify with sites placed where high footfall is expected of the target markets. This fragmentation of media and audiences has led to an undermining of the traditional, mass media-based advertising model but this should not be over exaggerated. This includes, of course, the home, with positive feedback from the family, mobile media, POP from the store entrance onwards, and, of course, the pack itself.
