The Goop-ification that marked the last decade of consumerism (as exemplified by Gwyneth Paltrow’s feel-good nostrums) shows increasing signs of decay as shoppers, especially Gen Z, exhibit a more critical eye.
We tend to think of status symbols starting at the top tiers of society (among the glitterati and trend setters of high society) and then trickling down to the rest of society. But a new trend seems to contradict this pattern. Instead of adopting a new luxury product or embracing fresh high-end tastes, an increasing number of prestigious brands and... See more