Authenticity the key to brands future

Design Week (Vol24 No14 9/04) has a few really good articles in this issue and to continue to theme I came across an article about the recent findings by Future Laboratory regarding how post credit-crunch the differences we may face. 

One of the interesting aspects to the post-crunch world seems to the the lack of bling and a move to the authenticity of the brands being paramount. The concentration of the feel and the obvious quality of goods being much more apparent as an example they look at designers such as John Rocha with his very understated luxury feel. It also reminds me of MUJI back in the nineties with their understated style which while in no way luxurious, it has an understated quality.

To see the full article.