Short answer
To implement masstige marketing, design products and brand experiences that offer a perceived high value and aspirational quality at a more accessible price point than traditional luxury goods.
- Field
- Innovation & Markets
- Source
- International Journal of Consumer Studies (2026)
- Method
- Systematic Literature Review and Bibliometric Analysis
- Sample
- 75 articles
- Evidence
- Moderate effect
Masstige marketing successfully offers a sense of luxury to a broader consumer base by strategically balancing exclusivity with accessibility. This innovation & markets research insight is drawn from a 2026 study published in International Journal of Consumer Studies. Using Systematic literature review and bibliometric analysis with 75 articles, researchers explored how this design variable affects real-world outcomes. The key design takeaway: To implement masstige marketing, design products and brand experiences that offer a perceived high value and aspirational quality at a more accessible price point than traditional luxury goods.
Masstige Marketing: Bridging Luxury Appeal with Mass Market Accessibility
Masstige marketing successfully offers a sense of luxury to a broader consumer base by strategically balancing exclusivity with accessibility.
International Journal of Consumer Studies · 2026
Key Findings
- 01Masstige marketing is globally recognized, with empirical research concentrated in developing markets driven by expanding middle-class aspirations.
- 02There is limited exploration of masstige in service sectors and cross-cultural/cross-national contexts.
- 03Emerging contexts include B2B markets, the metaverse, and virtual reality.
Application
Design takeaway
To implement masstige marketing, design products and brand experiences that offer a perceived high value and aspirational quality at a more accessible price point than traditional luxury goods.
How to apply
When developing new products or rebranding existing ones, consider how to incorporate elements of luxury and exclusivity that can be offered at a price point that appeals to a broader market segment.
Project actions
- 01When researching a product, consider if it fits the 'masstige' category – does it offer a premium feel at a mid-range price?
- 02Think about how a brand's visual identity and product design contribute to its masstige positioning.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Comprehensive literature review using a structured methodology (SPAR-4-SLR).
- +Application of the S-O-R model to frame future research directions.
Limitations
The focus on developing markets might not fully represent the dynamics of masstige marketing in established luxury markets.
Reliability & validity
The systematic review process enhances the reliability and validity of the findings by ensuring a comprehensive and unbiased selection and analysis of literature.
Think critically
How can the principles of masstige marketing be applied to products or services that are traditionally considered purely functional or utilitarian?
Design Principles
"Balance aspirational elements with accessible features to create a desirable yet attainable product or service."
Understanding masstige strategies is crucial for brands aiming to expand their market reach without diluting their premium image. This approach allows for increased revenue streams while cultivating aspirational consumer relationships.
What This Means for Your Design
Masstige marketing is about making luxury feel accessible to more people without making it seem cheap. Think of brands that offer high-quality, stylish products that feel special but don't cost as much as top-tier luxury items.
How to use in your project
- 1.Use the concept of masstige marketing to justify design choices that balance premium aesthetics with cost-effectiveness for a target audience.
Add to My Project
Quick Cite
Paragraph starter
The concept of masstige marketing, as explored in this literature review, highlights the strategic design imperative to blend aspirational luxury cues with accessible product features. This approach allows brands to capture a wider market segment by offering a perceived high value and exclusive experience at a more attainable price point, thereby bridging the gap between traditional luxury and mass-market offerings.
Source
International Journal of Consumer Studies
Revisiting Masstige Marketing: A Structured Literature Review and Future Research Agenda Using <scp>SPAR</scp> ‐4‐ <scp>SLR</scp> and S‐O‐R Model
journal · 2026
View sourceQuestions About This Research
- What does the research say about masstige marketing: bridging luxury appeal with mass market accessibility?
- To implement masstige marketing, design products and brand experiences that offer a perceived high value and aspirational quality at a more accessible price point than traditional luxury goods. Evidence: International Journal of Consumer Studies (2026).
- Why does "Masstige Marketing: Bridging Luxury Appeal with Mass Market Accessibility" matter for design?
- Understanding masstige strategies is crucial for brands aiming to expand their market reach without diluting their premium image. This approach allows for increased revenue streams while cultivating aspirational consumer relationships.
- How can designers apply this research?
- To implement masstige marketing, design products and brand experiences that offer a perceived high value and aspirational quality at a more accessible price point than traditional luxury goods.
- What were the main findings?
- Masstige marketing is globally recognized, with empirical research concentrated in developing markets driven by expanding middle-class aspirations.. There is limited exploration of masstige in service sectors and cross-cultural/cross-national contexts.. Emerging contexts include B2B markets, the metaverse, and virtual reality.
- What research method was used?
- Systematic Literature Review and Bibliometric Analysis with 75 articles.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2026 journal from International Journal of Consumer Studies.
- What should I do differently in my next project?
- When developing new products or rebranding existing ones, consider how to incorporate elements of luxury and exclusivity that can be offered at a price point that appeals to a broader market segment.
- What are the limitations?
- Research is predominantly focused on tangible goods and specific geographic regions, with limited exploration of service sectors and diverse cultural contexts.