Masstige is defined as ‘a class of mass-produced, relatively inexpensive goods which are marketed as luxurious or prestigious’. It started out as a specialist marketing term at least 20 years ago, particularly in the beauty and fashion industries, but has widened its application and familiarity. So, just as a luxury designer like Vivienne Westwood may create a line of footwear for a popular retailer, the Penfolds name adds appeal to cheaper wines. At first sight it appears somewhat oxymoronic for a mass-produced item to carry with it overtones of prestige. But if we look more closely at the origins of the word prestige itself, there is less of an inherent contradiction.
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