1 week ago

Influence and the Economic Cost of Losing Exclusivity

Are we witnessing the death of exclusivity? There's an economic price to pay for that · livemint.com

People often listen to influencers because they trust what those people say.

But influencers may be paid or given the things they recommend.

This can make endorsements less independent.

Luxury products and special experiences are especially affected by this system.

A Birkin bag or a US Open ticket is attractive partly because not everyone can afford or access it.

Influencers need very large audiences to stay influential.

Reaching more people can make exclusive brands feel less exclusive.

That change may affect what luxury goods and experiences are worth.

Key facts

Central issue: Whether broader, influencer-driven branding is undermining exclusivity.
Influencer appeal: People often listen to influencers because they trust their opinions.
Potential conflict: Influencers may be paid or given the products and services they promote.
Luxury example: A Birkin is presented as a good whose appeal includes limited affordability.
Experience example: A ticket to the US Open is presented as valuable partly because not everyone can afford it.
Economic concern: Making branding more democratic may change the nature and value of luxury goods and experiences.

livemint.com · 1 week ago