I fully understand that encouraging people to aspire to personal standards they would not normally achieve is a cornerstone of marketing strategy.

The basic premise is to show users of a product in an aspirational setting for the target market. It is not particularly clever, but it works. The people who buy the product then find themselves thinking, “look at me, I am better than you! All because of this great new product that I have bought!”

But what happens when the target market DO use it, and those people who are genuinely at the aspired level no longer wish to be associated with said product? This is one of the reasons why I do not drink Stella Artois anymore, I do not want to be a wife beater, or in the absence of my own, the beater of other peoples wives. It is also a fact that Stella gives me a hangover so painful it is reminiscent of the time I got hit in the face with a cricket ball whilst playing tennis (it is a long story).

This is a roundabout way of me asking you all to settle a bit of a pub argument. Have any of you, in the last couple of years, bought any form of genuine Burberry product? Does the chosen apparel of todays chav really hold any interest, at all, for the discerning customer?

One of the guys at work has a Burberry scarf, which he wore just once to the office, after he spent that particular day being called Kev or Trev and being asked for a go on his scooter. He is a bit of a cunt though, so do not feel sorry for him.

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