There are so many trends taking place at present. One of them is Brand denial that is coming from the Millennial generation. They are promoting the fact that they are not hooked onto specific brands. Having said that 90% of iPhone users express loyalty to Apple, up from 73% in 2011. (ref: Morgan Stanley, March 2014)
The key trend is that they are looking for businesses that can tell the story, aesthetics have impact, history and purpose. In today’s market, that is if you want to avoid the price trap, you need to develop the story around the product and the business.