>'Consumers don't buy Beats because they're shinier though. They buy them because of the image that comes with them, thanks to a successful marketing and endorsement campaign.'
Sure, but exceptional shine is exactly the sort of hard to replicate detail that maintains the brand value and sense of exclusivity they spent so much to build in the first place.
If I ask one of our high school age interns how to spot bootleg Beats, Jordans, fitted caps or whatever they'll run off a laundry list of incredible detail - shine, screws, stitching or some tiny seam that isn't quite flush.
They obsess over these things and would probably sooner have nothing than run the risk of being found guilty of the poverty / envy that wearing bootlegs would imply to among their peers.
Sure, but exceptional shine is exactly the sort of hard to replicate detail that maintains the brand value and sense of exclusivity they spent so much to build in the first place.
If I ask one of our high school age interns how to spot bootleg Beats, Jordans, fitted caps or whatever they'll run off a laundry list of incredible detail - shine, screws, stitching or some tiny seam that isn't quite flush.
They obsess over these things and would probably sooner have nothing than run the risk of being found guilty of the poverty / envy that wearing bootlegs would imply to among their peers.