Here’s a little question. Can a High Street retailer such as John Lewis, in all seriousness, offer ‘Modern Rarity’ through it’s 34 department stores across the UK? Maybe I am a bit too old-fashioned, but to me rarity means uniqueness, scarcity perhaps one of a kind.
Something may always have been rare
or simply a lone survivor of a once common everyday item.
Perhaps it was a Friday afternoon at the branding/advertising agency when someone suggested ‘modern rarity’ and they all thought ‘Mmm, sounds intriguing, not too edgy, but maybe just unsettling enough’ – for a clothing collection. You might have guessed that I am rolling my eyes!