Cult fetish analysis

Whether it's the demand for school uniforms or prostitution under the term "label sex" to finance expensive fashion brands: unlike in 1995, when Horx and Wippermann presented their pioneering analysis of the fetish nature of certain products, no one today disputes the relevance, even explosiveness, of the brand cult in society as a whole. Today, the two Hamburg trend pioneers act as official trend popes, but their smug collection of essays is now only available in antiquarian bookshops, despite the fact that their oeuvre, which is as opinionated as it is fact-poor, has long since achieved cult status among connoisseurs. No wonder, since it not only presented brand strategies such as morphing, bootlegging, archaization and authentication for the first time, but also the anti-advertising of the Adbusters. Which is why "Markenkult" should still be required reading for newbies in the branding business.
> Brand cult.
How goods become icons by Matthias Horx and Peter Wippermann. Econ Verlag, Düsseldorf 1995. 472 pages, 32 francs. (out of print)
(oc)