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.
Please login below to view content or subscribe now.