I have, on QVC. Take Dooney & Bourke for example. I was surprised to see this notable brand fishing so far downstream, among Joan Rivers and Jessica Simpson and Kathy Van Zeeland, who will sell you a $67 bag in 3 easy payments.

But after a little searching around, I think they are doing this intentionally. A Google search on D&B highlights their website with products “under $100.” One could argue they are trying to reach down into the aspiring affluent market to build long-term brand loyalty, but I would argue that devaluing the brand today will have a lasting impact.

Certainly there is a business need to clear out last season’s inventory. But does D&B really need to do that on QVC when there are websites like Rue La La that have worked to establish an environment with an affluent and exclusive feel? This allows brands to discount certain products and still maintain some credibility. QVC lacks that same exclusivity by a long-shot.

The reality is, in today’s society, especially in the affluent world, you are defined by the company you keep. And not to sound like a snob (Ok maybe a little), why would I want to carry the same handbag as a 12-year-old who used her summer babysitting money to buy her bag in four easy installments?