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    « CHATTERING CLASS: NIGGLES AND NEUROSES FROM THE WEEK GONE BY | Main | Soft Top Tribe #7: VW Eos »
    Thursday
    Jun282012

    HOW ‘BOUTIQUE’ BECAME REDUNDANT

    There are few things that make middle-class skin prickle quite as much as the careless use of words. And the latest on our hit list is ‘boutique’. A lovely word, we think, suggesting all things exclusive, hand-crafted, independent and generally nice. But one that’s having the life sucked out of it through over-use.

    Prime offender: hotels. The term ‘boutique hotel’ emerged in the 1980s to describe a new breed of independent hotel. Today it’s used to describe anywhere that’s in a converted townhouse or has Ren toiletries. There are even – oxymoron alert – ‘boutique chains’, where an individualistic style is used across a brand. Even Hilton has a ‘boutique chain’. Which seems absurd.

    Don’t get us wrong; it’s not the hotels themselves that irk us – we love big feather pillows, bathtubs on legs and organic breakfasts as much as the next person, possibly more – it’s the rush to use a particular, of-the-moment word whether or not it’s accurate and actually means anything.

    It’s now being applied to anything vaguely desirable. We’ve seen brightly coloured ‘boutique kettles’, and heard people refer to ‘boutique firms’, ‘boutique offices’, ‘boutique publishers’, ‘boutique libraries’, ‘boutique services’… and, of course, ‘boutique shops’ (ie ‘boutique boutiques’, if you will). None of it means anything; it’s just a panicky attempt to be seen as small, squidgy, unthreatening and not out to get your money.

    And that is the opinion of this, err, boutique blog.

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      Response: comprar un tablet
      The Middle Class Handbook - Blog (Home) - HOW ‘BOUTIQUE’ BECAME REDUNDANT
    • Response
      Middle class families cannot adopt hi cost botiques and that's why they are redundant. In recent years number of botiques has increased a lot. Proper care has to be taken with skin care other beauty creams.

    Reader Comments (2)

    Thank you for this. I was thinking of launching an exclusive brand of large flower vases called 'The Boutique Bouquet Bucket' but now I've seen the error of my ways. You have saved me from a fate worse than Lidl's.

    June 28, 2012 | Unregistered CommenterThought for Today

    Go to the nba

    May 22, 2017 | Unregistered CommenterMike Pence Electro

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