It seems there is something related to the exclusivity and cubbishness many people seek out in order to stand out by not standing out.
Many higher end brands seem to eventually reach a point where they have to figure out how to keep growing without 'diluting' the brand (ie becoming too mass market). The Coaches, Burberrys, etc. Some bring out sibling brands in order to accommodate both markets, some fail and fizzle out.
Many higher end brands seem to eventually reach a point where they have to figure out how to keep growing without 'diluting' the brand (ie becoming too mass market). The Coaches, Burberrys, etc. Some bring out sibling brands in order to accommodate both markets, some fail and fizzle out.