What is "masstige"

n. (context marketing English) A class of products that are affordable for the general consumer but positioned as luxury goods.

Masstige is a marketing term meaning downward brand extension. The word is a portmanteau of the words mass and prestige and has been described as "prestige for the masses."

The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses." Masstige products are defined as "premium but attainable," and there are two key tenets: (1) They are considered luxury or premium products and (2) They have price points that fill the gap between mid-market and super premium.

Silverstein and Fiske cite several examples:

• Bath and Body Works Lotion that sells for $1.13 per ounce versus $0.30 per ounce.
• Pottery Barn housewares that are considered premium but are widely available at attainable price points well below super premium brands.
• Kendall-Jackson Wines that entered the market at $5 per bottle versus the standard $2 per bottle.
• Porsche Boxster

Several other examples of masstige brand positioning have been proposed by Truon, McColl, and Kitchen include:

• BMW 1 Series for $19,000 vs traditional BMW sedans for $50,000
• Armani Jeans for $100 vs Armani Haute Couture for $900
• Tag Heuer Formula 1 for $550 vs Tag Heuer Link for $4,000