Masstige is a marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 term meaning downward brand extension. The word is a portmanteau of the words mass

Hoi polloi

Hoi polloi , an expression meaning "the many", or in the strictest sense, "the majority" in Greek, is used in English to denote "the masses" or "the people", usually in a derogatory sense. Synonyms for "hoi polloi" include ".....

and prestige

Prestige (sociology)

Prestige is a word commonly used to describe reputation or esteem, though it has three somewhat related meanings that, to some degree, may be contradictory. Which meaning applies depends on the historical context and the person using the word....

and has been described as prestige for the masses.

The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses." Masstige products are defined as "premium but attainable," and there are two key tenets: (1) They are considered luxury or premium products and (2) They have price points that fill the gap between mid-market and super premium.

Silverstein and Fiske cite several examples:

• Bath & Body Lotion that sells for $1.13 per ounce versus $0.30 per ounce.
• Pottery Barn housewares that are considered premium but are widely available at attainable price points well below super premium brands.
• Kendall Jackson Wines that entered the market at $5 per bottle versus the standard $2 per bottle.
• Victoria's Secret
• Porsche Boxster
• Vani-T (eco-glamour beauty brand)