In the current economy, consumers are less worried about looking and living the lifestyle of the girl in the Michael Kors campaign.  Instead we are focusing on whether the style will have longevity and take us from season to season. Quality is now key. Who would have thought that it would take an economic depression to make people realise that this just might be, the best way to think.

Brands are now forced to take this into consideration when planning their campaigns. In the next few seasons expect product led adds with less emphasis of buying into a lifestyle.