Masstige

’Masstige’—a portmanteau of the words ‘mass’ and ‘prestige’—refers to a brand extension strategy where luxury brands offer more affordable products in categories that aren’t traditionally their core market, while still retaining a sense of exclusivity. This strategy enables luxury brands—like Prada with its sunglasses—to tap into a larger consumer base and expand beyond traditional segments, such as clothing, without diluting their brand image or risking brand erosion.